Reviews for Scientific Advertising

The average rating for Scientific Advertising based on 2 reviews is 3.5 stars.

Review # 1 was written on 2017-12-19 00:00:00 Ted Ray The book that started it all. Refreshing in its assertion that vulgar, tawdry ads never create superior sales for companies. If Hopkins died in 1932, this means sleazy commercials have been around far longer than we knew ! Notes ------- "The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact… Every course is charted. The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination." "Success is a rarity, a maximum success an impossibility, unless one is guided by laws as immutable as the law of gravitation." "The only purpose of advertising is to make sales…Treat it as a salesman. Force it to justify itself." "Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves. Ignoring this fact is… a costly mistake in advertising." "In mail order advertising… there is no boasting… There is no useless talk. There is no attempt at entertainment. There is nothing to amuse. Mail order advertising usually contains a coupon." "…Mail order ads are models. They are selling goods profitably in a difficult way. It is far harder to get mail order than to send buyers to the stores. It is hard to sell goods which can't be seen. Ads which do that are excellent examples of what advertising should be." "Americans are extravagant. They want bargains but not cheapness. They want to feel that they can afford to eat and have and wear the best. Treat them as if they could not and they resent your attitude." "Those who are entitled to any seeming advantage will go a long way not to lose that advantage." "It is hard to pay for an article which has once been free... Give samples to interested people only. Give them only to people who exhibit that interest by some effort." " 'Best in the world' , 'Lowest price in existence' … superlatives of that sort are usually damaging. They suggest looseness of expression, a tendency to exaggerate, a careless truth." "Advertisers do not expect a second reading. Their constant returns come from getting new readers. In every ad consider only new customers." "Take the opinion of nobody, the verdict of nobody, who knows nothing about his (monetary) returns." "Picturing beautiful women, admired and attractive, is a supreme inducement. But there is a great advantage in including a fascinated man. Women desire beauty largely because of men. Then show them using their beauty, as women do use it, to gain maximum effect." "Do nothing to merely interest, amuse, or attract… Do only that which wins the people you are after in the cheapest possible way." "No one orange grower or raisin grower could attempt to increase the consumption of those fruits. The cost might be a thousand times his share of the returns. But thousands of growers combined have done it… There lies one of the great possibilities of advertising development. The general consumption of scores of foods can be profitably increased. But it must be done on wide co-operation." "An article, for instance, may have many uses, one of which is to prevent disease. Prevention is not a popular subject, however much it should be. People will do much to cure trouble, but people in general will do little to prevent it… A tooth paste may tend to prevent decay. It may also beautify teeth. Tests will probably find that the latter appeal is many times as strong as the former." "It was the fact that caffeine stimulation comes two hours after drinking. So the immediate bracing effects which people seek from coffee do not come from the caffeine. Removing caffeine does not remove the kick." "Advertising is much like war… We are usually out to capture others' citadels or garner others' trade. Such things are not accomplished by haphazard efforts. Not by considering people in the mass and making blind stabs for their favors. We must consider individuals… We cannot go after thousands of men until we learn how to win one." "… Don't start advertising without distribution. Don't get distribution by methods too expensive (or) slow, old-fashioned methods. The loss of time may cost you enormously in sales. And it may enable energetic rivals to get ahead of you." "There are winning personalities in ads as well as people. To some we are glad to listen, others bore us. Some are refreshing, some commonplace. Some inspire confidence, some caution. To create the right individuality is a supreme accomplishment. Then an advertiser's growing reputation on that line brings him ever-increasing prestige." "To attack a rival is never good advertising. Don't point out others' faults. It is not permitted in the best mediums. It is never good policy. The selfish purpose is apparent. It looks unfair, not sporty." "We are attracted by sunshine, beauty, happiness, health, success. Then point the way to them, not the way out of the opposite. Picture envied people, not the envious." "On a patented product it must be remembered that the right to a name expires with that patent. Names like Castoria, Aspirin, Shredded Wheat… have become common property." .

Review # 2 was written on 2016-11-06 00:00:00 Nelya Niyazova It puts you in the picture. That said, the book is indeed rather outdated and the stuff that could be regarded, on the other hand, as everlasting principles is fairly commonsensical. So it's far from being an eye- opener, but what I know for a fact is that you don't lose squat giving it a read.