Founder connections
- David OgilvyReading recommendationIn Ogilvy on Advertising, Ogilvy credits Scientific Advertising with changing the course of his life and urges repeated reading.Source
Summary
Claude C. Hopkins argues that advertising should be judged by the sales it produces. His 1923 manual compares advertising with personal selling and explains how advertisers can compare messages and trace responses through methods such as coupons. Hopkins favors clear claims, customer benefits and evidence from results. It is a historical account of his approach to advertising, including methods for learning what persuades people to buy.
Why read it Our view
Useful for examining how you judge marketing work. Hopkins gives you questions about clear customer benefits, response tracking and comparisons between messages. Use those questions to separate a persuasive idea from an ad that produces useful results.
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