My Life in Advertising Scientific Advertising

My Life in Advertising / Scientific Advertising

by Claude Hopkins

318 pages

$14.95

This volume contains two giant classics of advertising, Scientific Advertising -- the handbook for all top copywriters -- and My Life in Advertising -- an autobiography which gives insight to how his famous principles came about.

David Ogilvy was a staunch promoter of the Hopkins methods and his words say it best:

"Nobody, at any level, should be allowed to have anything to do with advertising until he has read this book (Scientific Advertising) seven times. It changed the course of my life.

"Every time I see a bad advertisement, I say to myself, 'The man who wrote this copy has never read Claude Hopkins'."

"If you read this book of his, you will never write another bad advertisement -- and never approve one either.

"He was more than a copywriter in today's narrow sense of the word. He was a total advertising man. He invented ways to force distribution for new products. He invented test marketing. He invented sampling. He invented copy research. He invented brand images. He invented pre-emptying the truth. And he wrote copy which sold merchandise."

My Life in Advertising / Scientific Advertising - $14.95

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