Scientific Advertising - Claude Hopkins
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"Scientific Advertising" by Claude C. Hopkins, first published in 1923, is a foundational text in the field of modern advertising. Hopkins, a pioneer of direct-response advertising, presents a methodical, results-driven approach to creating and evaluating advertisements. The book emphasizes the importance of understanding human behavior and using data to craft compelling campaigns.

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Produktbeschreibung
"Scientific Advertising" by Claude C. Hopkins, first published in 1923, is a foundational text in the field of modern advertising. Hopkins, a pioneer of direct-response advertising, presents a methodical, results-driven approach to creating and evaluating advertisements. The book emphasizes the importance of understanding human behavior and using data to craft compelling campaigns.
Autorenporträt
Claude C. Hopkins was an American advertiser and author. He introduced the slogan in advertising and popularised the use of test campaigns, especially using coupons in direct mail, to properly attribute marketing spend.