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Claude C. Hopkins
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Scientific Advertising (1923): 1923 Library of Congress Facsimile Edition Kindle Edition

by Claude C. Hopkins (Author), Byron Maxim (Editor, Narrator) Format: Kindle Edition
4.5 out of 5 stars 1,860 ratings
This is the only version available that contains the complete and unabridged text from the original 1923 Library of Congress edition of Claude Hopkins' classic book Scientific Advertising. The editor has checked each of the 20,420 words of the text against the corresponding word in the Library of Congress Edition. This procedure has produced an exact facsimile of the 1923 edition. This book is recommended by David Ogilvy, who says no one in advertising should attempt to proceed without it. Marketing legend Jay Abraham cites it as the primary text in the field. Many other masters of marketing concur. It can even be said with certainty that this book is the precursor to the modern phenomenon in advertising of Big Data. That is merely the conclusion one reaches after thoroughly understanding this groundbreaking book. It contains many principles that are common in all performance-based marketing today, such as the idea of testing and measuring ad effectiveness, writing to one person, understanding and using psychology, basing advertising on sales, eliminating risk, learning what the thousands want to understand what the millions will buy. It is indeed impossible to say one understands advertising without having a thorough grasp on the material in this book.
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  1. Print length
    108 pages
  2. Language
    English
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  4. Publication date
    July 23, 2015
  5. File size
    1.1 MB
  6. Page Flip
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Popular Highlights in this book
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  1. The only readers we get are people whom our subject interests. No one reads ads for amusements, long or short. Consider them as prospects standing before you, seeking information. Give them enough to get action.
    Highlighted by 1,134 Kindle readers
  2. The advertising man studies the consumer. He tries to place himself in the position of the buyer. His success largely depends on doing that to the exclusion of everything else.
    Highlighted by 1,071 Kindle readers
  3. Don’t think of people in the mass. That gives you a blurred view. Think of a typical individual, man or woman, who is likely to want what you sell. Don’t try to be amusing. Money spending is a serious matter. Don’t boast, for all people resent it. Don’t try to show off. Do just what you think a good salesman should do with a half-sold person before him.
    Highlighted by 998 Kindle readers
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Editorial Reviews

Review

"Nobody, at any level, should be allowed to have anything to do with advertising until he has read this book seven times" -- David Ogilvy

About the Author

Claude C. Hopkins (1866-1932) was one of the great advertising pioneers, he believed advertising existed only to sell something and should be measurable and justify the results that it produced. He worked for various advertisers, including Bissell Carpet Sweeper Company, Swift & Company and Dr. Shoop's patent medicine company. At the age of 41, he was hired by Albert Lasker owner of Lord & Thomas advertising in 1907 at a salary of $185,000 a year, Hopkins insisted copywriters researched their client products and produce reason-why copy. He believed that a good product was often its own best salesperson and as such he was a great believer in sampling. To track the results of his advertising he used key coded coupons and then tested headlines, offers and propositions against one another. He used the analysis of these measurements to continually improve his ad results, driving responses and the cost effectiveness of his clients advertising spend. His classic book, "Scientific Advertising," was published in 1923, following his retirement from Lord & Thomas, where he finished his career as president and chairman. He died in 1932.

Product details

  • ASIN ‏ : ‎ B012H36OJS
  • Publisher ‏ : ‎ Tribd Publishing Co.
  • Accessibility ‏ : ‎ Learn more
  • Publication date ‏ : ‎ July 23, 2015
  • Language ‏ : ‎ English
  • File size ‏ : ‎ 1.1 MB
  • Simultaneous device usage ‏ : ‎ Unlimited
  • Screen Reader ‏ : ‎ Supported
  • Enhanced typesetting ‏ : ‎ Enabled
  • X-Ray ‏ : ‎ Enabled
  • Word Wise ‏ : ‎ Enabled
  • Print length ‏ : ‎ 108 pages
  • Page Flip ‏ : ‎ Enabled
  • Customer Reviews:
    4.5 out of 5 stars 1,860 ratings

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Claude C. Hopkins

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4.5 out of 5 stars
1,860 global ratings

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Customers say

Customers find this book to be a must-read for writers navigating the marketplace, particularly in today's online advertising world. Moreover, the information quality receives positive feedback, with one customer noting it provides an amazing insight from an old book. Additionally, the book offers good value for money at its extremely low price. However, the word quality and pacing receive negative feedback, with several customers noting incomplete sentences and describing it as a sloppy edition.

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81 customers mention "Readability"64 positive17 negative

Customers find the book highly readable and consider it a must-read, particularly for writers navigating the marketplace and those working in today's online advertising world.

"...YES! This is a must read for all direct marketers, especially now." Read more

"Don’t be fooled by the age of this book — it’s excellent, timeless, and extremely relevant...." Read more

"Excelent book, it’s impressive how well the concepts still apply today, in 2025 more than 100 years in the future." Read more

"...I hope the author creates a new project soon because his writing style is good he just needs to add more quality statistics" Read more

58 customers mention "Information quality"46 positive12 negative

Customers find the book very informative and fundamental, with one customer noting it provides amazing insights from an old book.

"Good insights" Read more

"...The combination gives you a smart, compact education in advertising and marketing that is applicable across the board." Read more

"Excelent book, it’s impressive how well the concepts still apply today, in 2025 more than 100 years in the future." Read more

"should be required reading for anyone in marketing." Read more

13 customers mention "Value for money"13 positive0 negative

Customers find the book worth its extremely low price.

"...The price is ridiculously low (the copyright has expired) so get both the Kindle edition and the audiobook together...." Read more

"I found this book to be very informative and was worth the time and money...." Read more

"...knowledge to be gleaned from this work to more than justify the extremely low price." Read more

"...are not in advertising the book stands on its own grounds and is worth a read." Read more

5 customers mention "Advertising effectiveness"5 positive0 negative

Customers appreciate the book's approach to advertising effectiveness, with one customer highlighting its focus on measuring results and another noting its coverage of early 20th-century ads.

"Measuring advertising results in order to inform future efforts isn’t new, but today advertisers enjoy an unprecedented ability to target, measure..." Read more

"...The book does have some nice, quaint, early 20th-century ads and illustrations scattered throughout and on the back cover...." Read more

"This book has open my eye and see ads in another way. I'm really surprise of what I learn from this book...." Read more

"This Book Will Challenge Your View Of Ads..." Read more

8 customers mention "Word quality"0 positive8 negative

Customers criticize the book's word quality, noting issues with incomplete sentences and paragraphs that are underdeveloped.

"I liked it, but had to read it again, because it uses a language slang that I was not familiar with." Read more

"...I didn’t feel as if the work was complete. A lot of paragraphs were under developed...." Read more

"...I mean whole words changed or omitted and ENTIRE SENTENCES missing. Also, words added that Hopkins did not write in the original...." Read more

"...Sentences have entire words missing. Random paragraphs break in mid sentence. Spelling errors in every other paragraph...." Read more

7 customers mention "Pacing"0 positive7 negative

Customers are disappointed with the pacing of the book, describing it as a sloppy edition.

"...You need to start here. It's not perfect, he got a few things wrong (ie the demise of fluff ads, which are still ever present) he also seriously..." Read more

"...What I don't recommend is the sloppy edition put out by Merchant Books (2014)...." Read more

"I've been in advertising for almost 20 years and this is the worst book I've ever read on it...." Read more

"...bought the Kindle edition because I need it a.s.a.p but it's a complete waste of time. I wouldn't recommend it to no one." Read more

The margins on this book are absurd. There is ...
3 out of 5 stars
The margins on this book are absurd. There is ...
The margins on this book are absurd. There is a two inch margin on the outside and half inch margin inside. Makes it hard to read for no reason. It is however well printed...
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Top reviews from the United States

  • flowerfish
    5.0 out of 5 stars The genius of Claude Hopkins is still completely relevant today.
    Reviewed in the United States on April 4, 2025
    Verified Purchase
    Claude Hopkins was a genius. Is this dated? Yes. Is most of it still completely relevant? YES! This is a must read for all direct marketers, especially now.
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  • PRIZES
    5.0 out of 5 stars Interesting quick read
    Reviewed in the United States on April 7, 2025
    Verified Purchase
    Good insights
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  • Carlos Pastor
    4.0 out of 5 stars Worth but not easy to follow
    Reviewed in the United States on April 28, 2024
    Verified Purchase
    I liked it, but had to read it again, because it uses a language slang that I was not familiar with.
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  • Z
    5.0 out of 5 stars David Ogilvy Was Right — A timeless classid
    Reviewed in the United States on February 21, 2025
    Verified Purchase
    Don’t be fooled by the age of this book — it’s excellent, timeless, and extremely relevant. The price is ridiculously low (the copyright has expired) so get both the Kindle edition and the audiobook together. Listen to it on your commute, then go back and highlight key points in the Kindle edition. The combination gives you a smart, compact education in advertising and marketing that is applicable across the board.
    One person found this helpful
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  • Miguel Anjos
    5.0 out of 5 stars The pioneer book on testing advertising
    Reviewed in the United States on March 15, 2025
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    Excelent book, it’s impressive how well the concepts still apply today, in 2025 more than 100 years in the future.
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  • Dan
    3.0 out of 5 stars Good Writing, Poor Content
    Reviewed in the United States on December 10, 2020
    Verified Purchase
    Honestly I felt as if the author cheated the book. I didn’t feel as if the work was complete. A lot of paragraphs were under developed. I learned a few things but I was disappointed as a whole with the project. I hope the author creates a new project soon because his writing style is good he just needs to add more quality statistics
    One person found this helpful
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  • Chad Celi
    5.0 out of 5 stars Must Read Classic
    Reviewed in the United States on March 12, 2025
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    should be required reading for anyone in marketing.
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  • Amazon Customer
    5.0 out of 5 stars Great Classic
    Reviewed in the United States on February 8, 2025
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    Measuring advertising results in order to inform future efforts isn’t new, but today advertisers enjoy an unprecedented ability to target, measure and then multiply their advertising efforts that marketers living in an earlier age couldn’t even imagine. For someone interested in direct response sales, this classic is a must-read.
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Top reviews from other countries

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  • Kevin Henry
    5.0 out of 5 stars Must read for advertisers!
    Reviewed in Canada on March 18, 2024
    Verified Purchase
    This book is very helpful to understand how advertising works. This us the best book I have read on the subject.
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  • Nacho Ferrer
    5.0 out of 5 stars Recomendado por Ogilvy
    Reviewed in Mexico on August 16, 2018
    Verified Purchase
    Muy buen libro que aunque es de otra época tiene unos principios que todavía sirven a día de hoy. Esta super recomendado por David Ogilvy por eso lo compre.
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  • Cliente Amazon
    5.0 out of 5 stars 100% recomendable
    Reviewed in Spain on February 21, 2025
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    Una maravilla de libro.
    Report
  • Patrizia
    5.0 out of 5 stars Da leggere e rileggere più volte
    Reviewed in Italy on December 28, 2020
    Verified Purchase
    Come dicono i migliori copywriter, Scientific Advertising è da rileggere diverse volte per cogliere ogni volta qualche spunto. All'inizio può sembrare ostico, in realtà va riletto ogni volta che si fa un passo avanti nella comprensione dei meccanismi della scrittura persuasiva diretta alla vendita. Lo consiglio come uno dei libri fondamentali da leggere e rileggere.
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  • Vitor Braga Pereira Santos
    5.0 out of 5 stars Propaganda é coisa séria, dinheiro que está na reta, por isso é tratado de forma científica aqui
    Reviewed in Brazil on June 5, 2020
    Verified Purchase
    Quando eu li Scientific advertising pela primeira vez foi a uns dois anos e num arquivo digital.

    Naquela época o meu inglês era terrível e sua importancia tão falada por marqueterios de resposta direta, donos de negócios online que enriqueceram graças a um marketing bem feito e que eu admiro não conseguiu ser assimilada naquela época.

    Hoje agora com o inglês mais afiado e podendo pagar para ter esse livro tão importante para a história da propaganda na minha biblioteca pude ler e assimilar as fantasticas ideias compartilhadas neles pelo poderoso chefão do Copywriting.

    E como pode um livro escrito a quase 100 anos atrás ser tão relevante hoje como era antes, com técnicas que ainda tem uso?

    Sério, se você lê esse livro você fica impressionado por quanta relevancia ele tem para as mídias atuais como tiveram para os jornais e mala direta na época.

    Mais impressionante é identificar os erros que continuam cometendo fazendo propagandas que vão contra aos princípios desse livro.

    Quando eu li pela primeira vez lá atrás a dois anos ou mais eu fiquei desconfiado pela sua espessura, pensando que um livro tão referenciado e aclamado deveria ser mais denso.

    No caso desse livro com excelência cada capitulo cobre o suficiente para a pessoa entender cada conceito com uma linguagem direta ao ponto, que faz sentido e que te faz você concordar com o ponto que Claude concluiu com sua experiência.

    Não é atoa que esse livro é um clássico, um dos mais importantes de todos os tempos da propaganda e o favorito da lenda Publicitário David Ogilvy.

    Leia-o e faça propaganda contra os principios desse livro por conta e risco.

    Um ponto negativo (para quem é iniciante no inglês) é que a linguagem do livro é um inglês meio rebuscado por conta da idade, porém a eloquência da linguagem é tão charmosa que faz ser um ponto atraente.

    Vou fazer uma resenha mais completa dele no meu site mas por enquanto fica esse review e com certeza a recomendação.

    Ele pode ser lido em 2 horas mas como ele precisa ser lido 7X para realmente fazer alguma coisa boa com suas propagandas como Ogilvy disse é com certeza um livro pra ser estudado durante bem mais tempo que o tempo normal de leitura dele.
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