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Summary of Scientific Advertising 

4.5 . 1118 reviews

Short summary

There have been tremendous changes in the business ecosystem in the last decade, mostly due to technological advancement. Have you ever heard of scientific advertising? Scientific Advertising is an essential genre in advertising from the early 20th century. Today, it is still used by those learning the foundation, basics, and more advanced parts of the advertising field. The author of “Scientific Advertising,” Claude C. Hopkins, is a popular figure and is well known as the father of modern advertising techniques. Students of advertising and marketing have widely used this book. This summary covers many important aspects of advertising and strategy, salesmanship, headlines, psychology, and budgeting. “Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly mistake in advertising.” ~ Claude C. Hopkins

Table of content

  • Summary of Scientific Advertising
  • About the author
  • What is Scientific Advertising about?
  • Who should read Scientific Advertising
  • Topics in Scientific Advertising
first key point

Advertising is based on certain principles that are reasonably exact; it has attained the status of a science

Listen the first key point
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Advertising has now, in some cases, reached the level of a science. It is based on confirmed and accepted principles. The causes and effects have been analyzed and understood.

Advertising used to be a gamble, a risk, but now it has become one of the safest business ventures. There is no other enterprise with comparable possibilities yet with little or no risk.

So this summary does not deal with theories and opinions but with well-proven principles and facts. It is written as a safe guide for those in advertising.

A lot of national advertising has been handled by large organizations that are referred to as advertising agencies. A couple of these agencies have had several campaigns and have tested and compared the thousands of plans and ideas. So, no lessons have been lost.
Advertising has become one of the safest business ventures. No other enterprise with comparable possibilities involves so little risk.
Advertising agencies, as such, employ a high grade of talent. This is because only capable and experienced men can meet the requirements in national advertising.

The primary purpose of advertising is to make sales. It is not for the general marketing effect or to keep your name valid before people. It is also not to aid your other salesmen. Advertising is increased by salesmanship. Salesmanship in advertising makes whatever you are saying appeal to thousands while you are talking to one.
The man who wins out and survives does so only because of superior science and strategy. ~ Claude C. Hopkins
Many think of advertising as ad writing. Although one must express himself briefly, clearly, and convincingly, just as a salesman must, academic qualifications have little to do with advertising.

It is the same story in the case of fine talkers. Fine talkers are rarely good salesmen. They inspire and make buyers buy with the fear of over-influence. They make buyers suspect that an effort is made to sell them on other lines than merit.
second key point

Writing headlines is one of the most outstanding journalistic arts; they either conceal or reveal an interest

As much as advertising and salesmanship are similar, the difference between advertising and personal salesmanship lies majorly in intimate contact. The salesperson is there to demand attention. They cannot be ignored; however, the advertisement can be ignored.
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third key point

Competent advertising must understand human psychology

fourth key point

Bring all your good arguments to the table for optimum results

fifth key point

Every method and project should be weighed and determined by a known scale of cost and result

sixth key point

We must have skill and knowledge, training and experience, and the right equipment

seventh key point

Conclusion

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What is Scientific Advertising about?

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