克劳德•霍普金斯是现代广告的奠基人,被大卫•奥格威视为创造现代广告的六大巨人之一。克劳德•霍普金斯一生只对广告感兴趣。他曾为多家广告商工作,积累了丰富的广告经历。
41岁时,他加入了洛德暨托马斯广告公司,为其撰写广告文案。当时他的年薪达到了18.5万美元,这相当于今天的数百万美元。霍普金斯在这家公司供职了17年,最后从董事长兼总经理的职位上退休。退休后,霍普金斯仍在广告业孜孜不倦地耕耘,并陆续出版了《科学的广告》和我的广告生涯。在这两部影响深远的著作中,霍普金斯将优惠券、测试营销、邮寄营销和免费试用品等广告理念及一系列广告原则阐述得极为简练深刻。大卫•奥格威将《科学的广告》列位奥美公司员工七本必读书之首。
发表于2025-03-31
Scientific Advertising 2025 pdf epub mobi 电子书
这本书,讲的是怎么通过广告把产品卖出去,而不是一般人想到广告,就会想到的”创意“、”艺术“等等 尽管和现在人们常说的广告差别已经很大,但是对于做产品来说,是非常受用的,因为我们始终考虑的都是怎样把自己的产品卖出去,让更多的人用。用当下的话来说,本书的作者是最...
评分霍普金斯的《科学的广告+我的广告生涯》,是一本经典。 在霍普金斯眼睛里面,广告更像是一门科学。所谓科学,就是像做实验那样,不断地测试,然后你就能找到最佳的方式。 霍普金斯在书里面毫无保留地向我们展现了他的研究成果。 虽然有不少如今看来已经算是常识了,但他对广...
评分 评分读这本书的第一章就被吸引了。霍普金斯开头说儿子的性格会直接遗传母亲的性格,和母亲的关系最大,他的母亲是一个节俭,活泼,敢于冒险,热爱劳动的苏格兰姑娘。之后从作者的故事中,读到了他如何做生意,做广告以及自己的一些见解,读完,发现作者把握住了90%的普通大众消费人...
评分我不是一个广告人,但我从事销售工作近五年。霍普金斯说:“广告是推销术的一种,它的基本原则就是推销术的基本原则。”他还说:“把广告本身当作一个推销员,让它自己证明自己。”于是我也可以说:“好的销售员,他本身就是一个好的广告。” 霍普金斯的这两本书...
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Claude Hopkins, the father of modern advertising techniques, believed that "Advertising is salesmanship," and as such it should be measurable and justify the results that it produced. In Scientific Advertising, he explains precisely how to do that, and the principles he discovered and documented are as true today as when they were first written. This business classic covers mail-order marketing, headlines, psychology, strategy, budgeting, and more advanced subjects like negative advertising and how to test an advertising campaign. Whatever advertising medium you use, from print to the Internet, the fundamental principles of Scientific Advertising are universal and timeless.
Advertising is all about salesmanship
评分Advertising is a behavior targeted at human beings, which are in most times irrational. The field was nowhere near the exactness of the scientific world, at least before Hopkins. In this book he set out many basic principles of advertising that are regarded as commonplace nowadays and led the industry to a more structured level. Great contribution.
评分Advertising is all about salesmanship
评分Advertising is a behavior targeted at human beings, which are in most times irrational. The field was nowhere near the exactness of the scientific world, at least before Hopkins. In this book he set out many basic principles of advertising that are regarded as commonplace nowadays and led the industry to a more structured level. Great contribution.
评分Advertising is all about salesmanship
Scientific Advertising 2025 pdf epub mobi 电子书