具體描述
Claude Hopkins, the father of modern advertising techniques, believed that "Advertising is salesmanship," and as such it should be measurable and justify the results that it produced. In Scientific Advertising, he explains precisely how to do that, and the principles he discovered and documented are as true today as when they were first written. This business classic covers mail-order marketing, headlines, psychology, strategy, budgeting, and more advanced subjects like negative advertising and how to test an advertising campaign. Whatever advertising medium you use, from print to the Internet, the fundamental principles of Scientific Advertising are universal and timeless.
著者簡介
剋勞德•霍普金斯是現代廣告的奠基人，被大衛•奧格威視為創造現代廣告的六大巨人之一。剋勞德•霍普金斯一生隻對廣告感興趣。他曾為多傢廣告商工作，積纍瞭豐富的廣告經曆。
41歲時，他加入瞭洛德暨托馬斯廣告公司，為其撰寫廣告文案。當時他的年薪達到瞭18.5萬美元，這相當於今天的數百萬美元。霍普金斯在這傢公司供職瞭17年，最後從董事長兼總經理的職位上退休。退休後，霍普金斯仍在廣告業孜孜不倦地耕耘，並陸續齣版瞭《科學的廣告》和我的廣告生涯。在這兩部影響深遠的著作中，霍普金斯將優惠券、測試營銷、郵寄營銷和免費試用品等廣告理念及一係列廣告原則闡述得極為簡練深刻。大衛•奧格威將《科學的廣告》列位奧美公司員工七本必讀書之首。
圖書目錄
讀後感
华文版的编排是《科学的广告》在前，《我的广告生涯》在后。我当时也是按照这个顺序读的，刚开始读《科学的广告》感觉作者写得很干，没有共鸣，到看《我的广告生涯》时就豁然开朗了。 后来在网上下载了老版本（新华版，98年第一版），老版本的排序是《我的广告生涯》在前，《科...
評分任何广告宣传都离不开文案，那么写好文案就成为好广告必不可少的因素之一。那么到底什么是文案？好的文案标准是什么？克劳德·霍普金斯写的《文案圣经》，就是讲述了如何写出叫好又卖座的广告文案。 本书分为两部分，第一部分讲述了科学广告的法则，即使在瞬息万变的时代，依然...
評分我不是一个广告人，但我从事销售工作近五年。霍普金斯说：“广告是推销术的一种，它的基本原则就是推销术的基本原则。”他还说：“把广告本身当作一个推销员，让它自己证明自己。”于是我也可以说：“好的销售员，他本身就是一个好的广告。” 霍普金斯的这两本书...
評分作为上个世纪初最为成功的广告人之一，克劳德•霍普金斯（1866—1932）为现代广告业做出了巨大的贡献。他一生都投身于现代广告的拓荒，用自己切身的经历和朴实的语言为广告界留下了经典的传世之作——成书于1923年的《科学的广告》和1927年的《我的广告生涯》。 这两部在...
評分01 真正的就业是从高中的时候开始选择，从选择文理班开始。 以前，理工科的专业特别吃香，凭着一身技术到哪都有工作。最怕就是选择文科，读些穷酸文，最好的工作就是学校的语文教师了。 但谁能料到，风水轮流转呢？ 十年前，很多人怕选择文科专业会穷死一生。 现在互联网的时代...
用戶評價
Advertising is a behavior targeted at human beings, which are in most times irrational. The field was nowhere near the exactness of the scientific world, at least before Hopkins. In this book he set out many basic principles of advertising that are regarded as commonplace nowadays and led the industry to a more structured level. Great contribution.
评分Advertising is a behavior targeted at human beings, which are in most times irrational. The field was nowhere near the exactness of the scientific world, at least before Hopkins. In this book he set out many basic principles of advertising that are regarded as commonplace nowadays and led the industry to a more structured level. Great contribution.
评分Advertising is all about salesmanship
评分Advertising is all about salesmanship
评分Advertising is a behavior targeted at human beings, which are in most times irrational. The field was nowhere near the exactness of the scientific world, at least before Hopkins. In this book he set out many basic principles of advertising that are regarded as commonplace nowadays and led the industry to a more structured level. Great contribution.
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