“Scientific Advertising” is a foundational book in the field of advertising, first published in 1923. Claude C. Hopkins presents advertising as a science, based on fixed principles and proven methods. The book outlines the importance of testing and measuring the effectiveness of advertisements, a process known as split testing. Hopkins emphasizes the need for advertisers to play it safe by minimizing losses from unsuccessful ads while maximizing gains from profitable ones. The book is widely regarded as a must-read for anyone in the advertising and marketing industry, offering timeless insights and practical advice on creating successful advertising campaigns.
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