Scientific Advertising

{{Short description|1923 book by Claude C. Hopkins}} {{protection padlock|small=yes}} {{Infobox book | author = Claude C. Hopkins | pub_date = 1923 | language = English | genre = Non-fiction | publisher = | date = }}

'''''Scientific Advertising''''' is a book written by Claude C. Hopkins in 1923 and is cited by many advertising and marketing personalities (such as David Ogilvy, Gary Halbert, and Jay Abraham) as a "must-read" book.

==Overview== The book is cited as being the original description of the process of split testing and of coupon-based customer tracking and loyalty schemes.

In the book, Hopkins outlines an advertising approach based on testing and measuring. In this way losses from unsuccessful ads are kept to a safe level while gains from profitable ads are multiplied. Or, as Hopkins wrote, the advertiser is "playing on the safe side of a hundred to one shot".

The book is widely considered the foundation of direct marketing.{{citation needed|reason=We need a relevant reliable source to back it up.|date=June 2018}}

==Reception== According to Paul Feldwick, it has sold over eight million copies.<ref>{{cite book |last1= Feldwick |first1= Paul |title= The Anatomy of Humbug |date= 2015 |publisher= Matador |location= Leicestershire |isbn= 978-1784621-926 |page= 6}}</ref> David Ogilvy wrote that "Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life."<ref>David Ogilvy: Ogilvy on Advertising. Pan Books (London and Sydney). 1983, p. 203 (without "at any level")</ref>

==In media== In the TV-series ''Mad Men'', season 1 episode 11, copywriter Peggy Olson reads ''Scientific Advertising'' to prepare herself for work.

==References== {{reflist}}

== External links == * [https://www.loc.gov/item/23009362/ ''Scientific Advertising''] at the Library of Congress

Category:Non-fiction books about advertising Category:1923 non-fiction books