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| scientific advertising book: Scientific Advertising Claude C. Hopkins, 2002-01-01 Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life. said Ogilvy of that book. It is a must read for any marketer, advertiser, business person. Especially now that text based advertising has become once again so important. Think Adwords, Tweets, Facebook Updates… Advertising 101… |
| scientific advertising book: Scientific advertising Claude C. Hopkins, 2022-09-06 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. The causes and effects have been analyzed until they are well understood. The correct methods of procedure have been proved and established. We know what is most effective, and we act on basic laws. Advertising, once a gamble, has thus become, under able direction, one of the safest business ventures. Certainly, no other enterprise with comparable possibilities need involve so little risk. Therefore, this book deals, not with theories and opinions, but with well-proved principles and facts. It is written as a text book for students and a safe guide for advertisers. Every statement has been weighed. The book is confined to established fundamentals. If we enter any realms of uncertainty we shall carefully denote them. The present status of advertising is due to many reasons. Much national advertising has long been handled by large organizations known as advertising agencies. Some of these agencies, in their hundreds of campaigns, have tested and compared the thousands of plans and ideas. The results have been watched and recorded, so no lessons have been lost. Such agencies employ a high grade of talent. None but able and experienced men can meet the requirements in national advertising. Working in cooperation, learning from each other and from each new undertaking, some of these men develop into masters. Individuals may come and go, but they leave their records and ideas behind them. These become a part of the organization's equipment, and a guide to all who follow. Thus, in the course of decades, such agencies become storehouses of advertising experiences, proved principles, and methods. The larger agencies also come into intimate contact with experts in every department of business. Their clients are usually dominating concerns. So they see the results of countless methods and polices. They become a clearing house for everything pertaining to merchandising. Nearly every selling question which arises in business is accurately answered by many experiences. Under these conditions, where they long exist, advertising and merchandising become exact sciences. Every course is charted. The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination. We learn the principles and prove them by repeated tests. This is done through keyed advertising, by traced returns, largely by the use of coupons. We compare one way with many others, backward and forward, and record the results. When one method invariably proves best, that method becomes a fixed principle. |
| scientific advertising book: My Life in Advertising Claude C. Hopkins, 1917 This book is not written as a personal history, but as a business story. I have tried to avoid trivialities and to confine myself to matters of instructive interest. The chief object behind every episode is to offer helpful suggestions to those who will follow me. And to save them some of the midnight groping which I did. One night in Los Angeles I told this story to Ben Hampton, writer, publisher, and advertising man. He listened for hours without interruption, because he saw in this career so much of value to beginners. He never rested until he had my promise to set down the story for publication. He was right. Any man who by a lifetime of excessive application learns more about anything than others owes a statement to successors. The results of research should be recorded. Every pioneer should blaze his trail. That is all I have tried to do. When this autobiography was announced as a serial many letters of protest came to me. Some of them came from the heads of big businesses which I had served. Behind them appeared the fear that I would claim excessive credit to the hurt of others' pride. I rewrote some of the chapters to eliminate every possible cause for such apprehensions. |
| scientific advertising book: My Life in Advertising and Scientific Advertising Claude Hopkins, 1966-02-01 Gain a lifetime of experience from the inventor of test marketing and coupon sampling -- Claude C. Hopkins. Here, you'll get two landmark works in one, and discover his fixed principles and basic fundamentals that still prevail today. |
| scientific advertising book: Scientific Advertising - Masters of Marketing Secrets: From the First Great Copywriter Dr. Robert C. Worstell, Claude C. Hopkins, 2014-05-29 This book is not written as a personal history, but as a business story. I have tried to avoid trivialities and to confine myself to matters of instructive interest. The chief object behind every episode is to offer helpful suggestions to those who will follow me. And to save them some of the midnight groping which I did. My only claim for credit is that I have probably worked twice as long as anybody else in this field. I have lived for many years in a vortex of advertising. Naturally I learned more from experience than those who had a lesser chance. Now I want that experience, so far as possible, to help others avoid the same difficult climb. Every pioneer should blaze his trail. That is all I have tried to do. I set down these findings solely for the purpose of aiding others to start far up the heights I scaled. Then, with the efforts I here describe, I hope you can now attain some peaks in advertising beyond any of us to date. - Claude C. Hopkins |
| scientific advertising book: Scientific Advertising Claude Hopkins, 2023-01-17 The essential guidebook on how to make your marketing and advertising more profitable—faster. You already have a great product or service—how do you build a narrative around it that speaks to your customers’ attitudes, interests, and needs? Drawing on established techniques and proven methods, Scientific Advertising by Claude Hopkins eliminates the guesswork from advertising so that you can actually get a measurable and substantive ROI. Students and experts alike will benefit from the timeless principles in this book, such as how to: Create a winning personality for your ads Incentivize people to buy without using sensationalism or empty rhetoric Strategically incorporate visual design elements into ads Harness the power of coupon advertising, product sampling, and direct-mail marketing Run test campaigns to make smarter decisions about your advertising dollars Known as the “father of modern advertising techniques,” Claude C. Hopkins transformed the marketing industry when he published Scientific Advertising, which is largely considered to be the landmark book on direct response marketing and split testing. More relevant today than ever before, Scientific Advertising provides a solid foundation in branding, writing compelling marketing copy, and testing and measuring advertising campaigns that will enhance not only your print marketing plan, but also your digital marketing and e-commerce strategies. Increase your company’s bottom line, stop wasting time and losing money on advertising focused merely on brand awareness or entertainment, and start leveraging salesmanship in advertising to boost sales and attract new customers. |
| scientific advertising book: How to Write a Good Advertisement Victor O. Schwab, 2015-10-28 In How to Write a Good Advertisement, advertising expert Victor O. Schwab shares his proven techniques for crafting effective and persuasive advertisements. Drawing from his extensive experience in the industry, Schwab provides practical insights and strategies for capturing the attention of potential customers and compelling them to take action. Whether you're a seasoned marketer or just starting out, this book offers valuable guidance on how to create advertisements that deliver results. |
| scientific advertising book: The Development of Scientific Marketing in the Twentieth Century Jean-Paul Gaudilliere, 2015-10-06 The global pharmaceutical industry is currently estimated to be worth $1 trillion. Contributors chart the rise of scientific marketing within the industry from 1920-1980. This is the first comprehensive study into pharmaceutical marketing, demonstrating that many new techniques were actually developed in Europe before being exported to America. |
| scientific advertising book: Scientific Advertising Claude Hopkins, 2023-12-10 Scientific Advertising is a book written by Claude C Hopkins and is cited by many advertising and marketing personalities (such as David Ogilvy, Gary Halbert, and Jay Abraham) 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. |
| scientific advertising book: Breakthrough Advertising Eugene Schwartz, 2004 |
| scientific advertising book: Confessions of an Advertising Man David Ogilvy, 2004 Confessions of an Advertising Man is the distillation of all the successful Ogilvy concepts, tactics and techniques that made this book an international bestseller. Regarded as the father of modern advertising, David Ogilvy created some of the most memorable advertising campaigns that set the standard for others to follow. Anyone aspiring to be a good manager in any kind of business should read this. |
| scientific advertising book: The Advertising Solution Craig Simpson, 2016-10-17 Love it or hate it, advertising remains a key component in acquiring customers and nurturing brand engagement. Distilling the wisdom of the world’s greatest advertisers, direct marketing expert Craig Simpson delivers an education on how to create best-in-class direct marketing and advertising copy that creates brand awareness, sells products, and keeps customers engaged. He takes readers through basic principles and time-tested methods of creating effective ad copy that increases profits. Dissecting the principles of legendary marketers like Robert Collier, Claude Hopkins, John Caples, and David Ogilvy, the reader will find applications to modern digital marketing, direct marketing, and inspiration for headline writing and beyond. |
| scientific advertising book: The Anatomy of Humbug Paul Feldwick, 2015-02-28 How does advertising work? Does it have to attract conscious attention in order to transmit a 'Unique Selling Proposition'? Or does it insinuate emotional associations into the subconscious mind? Or is it just about being famous... or maybe something else again? |
| scientific advertising book: The Robert Collier Letter Book Robert Collier, 2016-06-05 The Robert Collier Letter Book is by far the top book on writing sales letters. But it goes beyond that. As every great copywriter knows, these techniques are directly transferable to the Internet, whether through web copy or email or whatever. This book earned Robert Collier the distinction of being one of the greatest marketing minds in history. Robert Collier sales letters were successful because he wrote to his readers' needs. As an expert in marketing, his sales savvy and writing expertise placed hundreds of millions of dollars in his clients' pockets. |
| scientific advertising book: Scientific Advertising Claude Hopkins, 2012 Scientific Advertising is a book written by Claude C Hopkins in 1923 and is cited by many advertising and marketing personalities (such as David Ogilvy, Gary Halbert and Jay Abraham) as a must-read book. David Ogilvy is widely quoted as saying that Nobody, at any level, should be allowed to have anything to do with advertising until he has read this book seven times. The book is cited as being the original description of the process of split testing and of coupon based customer tracking and loyalty schemes. In the book, Hopkins outlines an advertising approach based on testing and measuring. In this way losses from unsuccessful ads are kept to a safe level while gains from profitable ads are multiplied. Or, as Hopkins wrote, the advertiser is playing on the safe side of a hundred to one shot. The book also contains information on how to write advertising that sells: Salesmanship in print. |
| scientific advertising book: Pandeymonium Piyush Pandey, 2016-01-27 What makes Piyush Pandey an extraordinary advertising man, friend, partner and leader of men? How does he manage to exude childlike enthusiasm, and bring such deep commitment to his work? You’ve seen most of the things that Piyush Pandey has seen in his life. You’ve seen cobblers, carpenters, cricketers, trains, villages, towns and cities. What makes Piyush different is the perspective from which he views the same things you’ve seen, his ability to store all that he sees into some recesses of his brain and then retrieve them at short notice when he needs to. That ability combined with his love, passion and understanding of advertising and of consumers make him the master storyteller that he is. In Pandeymonium, Piyush talks about his influences, right from his childhood in Jaipur and being a Ranji cricketer, to his philosophy, failures and lessons in advertising in particular and life in general. Lucid, inspiring and unputdownable, this memoir gives you an inside peek into the mind and creative genius of the man who defines advertising in India. |
| scientific advertising book: The Advertising Concept Book Pete Barry, 2012 Now thoroughly revised and updated, this systematically presented coursebook tells you everything you need to know about advertising, from how to write copy and choose a typeface, to how agencies work and the different strategies used for print, TV or cinema and other media, including interactive. Exercises throughout help the reader judge their own work and that of others. By getting to the heart of the creative process in a way that other guides dont, the book can help anyone produce better advertising. This new edition features a thoroughly revised and updated chapter on interactive advertising, with new exercises and some thirty new illustrations. 'Invaluable' Creative Review 'Enormously encouraging, practical and entertaining. If this book could stand in front of a class (of creative students) and talk, I'd be out of a job.' Tony Cullingham, Course Director, The Watford Creative Advertising Course, West Herts College |
| scientific advertising book: Medical and Scientific Publishing Jasna Markovac, Molly Kleinman, Michael Englesbe, 2017-11-13 Very few doctors and scientists receive any sort of systematic training in publishing, editing, and reviewing scholarly articles, despite the central importance of that work for scientific research and for their careers. Medical and Scientific Publishing will help fill the gap and help readers to: Understand processes of scientific and medical publishing Understand the role of an academic in medical publishing Become a better scientific communicator Develop skills to effectively serve as the editor of a medical journal Medical and Scientific Publishing is based on a successful course at the University of Michigan Medical School for third and fourth year medical students. The course teaches students not just how to write scientific and medical articles, but addresses key issues surrounding copyright, ethics, open access and much more. Students will build a strong foundation on how to do peer review and how to be authors and editors which are important skills in building a professional career. - Covers a full range of essential information – explanation of publishing licenses, copyright and permissions, how to do peer review, how to write effectively, how journal publishing works, and much more - Emphasizes rigor, quality, and scientific integrity in writing, editing, and publishing - Focuses on authorship and editorial skills by experienced authors and publishers |
| scientific advertising book: The Manual of Scientific Style Harold Rabinowitz, Suzanne Vogel, 2009-06-12 Much like the Chicago Manual of Style, The Manual of Scientific Style addresses all stylistic matters in the relevant disciplines of physical and biological science, medicine, health, and technology. It presents consistent guidelines for text, data, and graphics, providing a comprehensive and authoritative style manual that can be used by the professional scientist, science editor, general editor, science writer, and researcher. - Scientific disciplines treated independently, with notes where variances occur in the same linguistic areas - Organization and directives designed to assist readers in finding the precise usage rule or convention - A focus on American usage in rules and formulations with noted differences between American and British usage - Differences in the various levels of scientific discourse addressed in a variety of settings in which science writing appears - Instruction and guidance on the means of improving clarity, precision, and effectiveness of science writing, from its most technical to its most popular |
| scientific advertising book: Advances in Electronic Marketing Irvine Clarke, Theresa Flaherty, 2005-01-01 This book addresses Internet marketing and the World Wide Web, and other electronic marketing tools such as geographic information systems, database marketing, and mobile advertising--Provided by publisher. |
| scientific advertising book: Tested Advertising Methods John Caples, 2024-08-19 A legend in advertising for more than 60 years, John Caples's classic work has been updated to retain all of the candid analysis and invaluable award-winning ideas from the original while bringing it up to date on the many changes in the field. |
| scientific advertising book: Claude C. Hopkins' Scientific Advertising With My Life in Advertising Robert C. Worstell, Claude C. Hopkins, 2020-05-25 Scientific Advertising is still regarded as one of the all-time great classics in advertising. This book was originally written in 1923 and is considered by many to be the greatest book on advertising ever written. Test marketing, copy research, coupon sampling, market research, and many more of the standard marketing techniques businesses are currently using can all be traced back to the original version of this book. Jay Abraham, highly regarded as one of the greatest marketing consultants of the 20th century, says that he has read the original Scientific Advertising by Claude Hopkins over 50 times and has learned something new every time he has read from it. As you read and apply this, realize that the growth of your business can no longer be a hit-and-miss operation - where you could be digging just feet or inches away from striking the mother lode in your industry, but still be painfully unaware it's there. You can turn your business marketing into step-by-step Scientific growth of where you will know exactly what works for your business promotion ...and what doesn't work. Claude C. Hopkins (1866-1932) was one of the great advertising pioneers. He believed advertising existed only to sell something and should be measured and justified by the results it produced. 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. This book was followed, in 1927, by his autobiographical work My Life in Advertising. - - - - From the First Great Copywriter 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. The causes and effects have been analyzed until they are well understood. The correct method of procedure have been proved and established. We know what is most effective, and we act on basic law. Advertising, once a gamble, has thus become, under able direction, one of the safest business ventures. Certainly no other enterprise with comparable possibilities need involve so little risk. Therefore, this book deals, not with theories and opinions, but with well-proved principles and facts. The book is confined to establish fundamentals. Under these conditions, where they long exist, advertising and merchandising become exact sciences. Every course is charted. The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination. We hope that this book will throw some new lights on the subject. - Claude C. Hopkins This classic is still in daily use by top entrepreneurs and corporations. Timeless, trustworthy, classic. Learn what you need to know to get a leap on your fellow advertising and marketing creators. By studying what everyone else should know - and may... This collection containing: Scientific Advertising My Life in Advertising along with A Common Sense Approach to Marketing Get Your Copy Now. |
| scientific advertising book: Obvious Adams Robert R. Updegraff, 2007 Alone sat a man at a table by a window in the Dickens Room of the Tip Top Inn, Chicago. He has finished his dinner and was apparently waiting his black coffee to be served. Two men entered and were shown to a table near by. Presently one of them glanced at the man by the window. 'See that man over there?' he whispered to his companion. 'Yes, ' said the latter, looking disinterestedly in the direction indicated. 'Well, that is Obvious Adams.' 'Is that so?' And he almost turned in his chair this time to get a good look at the most-talked-of man in the advertising business. 'Ordinary-looking man, isn't he?'-So begins Robert R. Updegraff's Obvious Adams. |
| scientific advertising book: My Life in Advertising Claude Hopkins, 1966 |
| scientific advertising book: The Unpublished David Ogilvy David Ogilvy, 2012 The private life of one of one of the original 'Mad Men'. |
| scientific advertising book: The Adweek Copywriting Handbook Joseph Sugarman, 2012-06-19 Great copy is the heart and soul of the advertising business. In this practical guide, legendary copywriter Joe Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy. For anyone who wants to break into the business, this is the ultimate companion resource for unlimited success. |
| scientific advertising book: My First 65 Years in Advertising Maxwell Sackheim, 1975 |
| scientific advertising book: The New Scientific Advertising for 21st Century Entrepreneurs, Local Businesses and Fast Startups Claude Hopkins, 2012-06-01 |
| scientific advertising book: Scientific Advertising (Illustrated) Claude C Hopkins, 2020-05-31 Scientific Advertising is a book written by Claude C Hopkins in 1923 and is cited by many advertising and marketing personalities (such as David Ogilvy, Gary Halbert and Jay Abraham) as a must-read book. According to Paul Feldwick, it has sold over eight million copies.David Ogilvy wrote that Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life.The book is cited as being the original description of the process of split testing and of coupon based customer tracking and loyalty schemes. In the book, Hopkins outlines an advertising approach based on testing and measuring. In this way losses from unsuccessful ads are kept to a safe level while gains from profitable ads are multiplied. Or, as Hopkins wrote, the advertiser is playing on the safe side of a hundred to one shot.The book also contains information on how to write advertising that sells: Salesmanship in print. |
| scientific advertising book: Scientific Advertising Claude Hopkins, 1980-05 |
| scientific advertising book: D&AD. the Copy Book D&ad, 2018 In 1995, the D&AD published a book on the intricate art of writing for advertising. Now, D&AD and TASCHEN join forces to bring you this updated and redesigned edition with essays by 53 leading professionals from across the world. This book isn't just indispensable for marketing writers, but for anyone who needs to win people over online, on... |
| scientific advertising book: Creatively Undecided Menachem Fisch, 2017-11-27 Thomas Kuhn and Karl Popper are believed by many who study science to be the two key thinkers of the twentieth century. Each addressed the question of how scientific theories change, but they came to different conclusions. By turning our attention to ambiguity and indecision in science, Menachem Fisch, in Creatively Undecided, offers a new way to look at how scientific understandings change. Following Kuhn, Fisch argues that scientific practice depends on the framework in which it is conducted, but he also shows that those frameworks can be understood as the possible outcomes of the rational deliberation that Popper viewed as central to theory change. How can a scientist subject her standards to rational appraisal if that very act requires the use of those standards? The way out, Fisch argues, is by looking at the incentives scientists have to create alternative frameworks in the first place. Fisch argues that while science can only be transformed from within, by people who have standing in the field, criticism from the outside is essential. We may not be able to be sufficiently self-critical on our own, but trusted criticism from outside, even if resisted, can begin to change our perspective—at which point transformative self-criticism becomes a real option. |
| scientific advertising book: The Ultimate Sales Letter Dan S. Kennedy, 2011-02-14 Rev. ed. of: The ultimate sales letter: attract new customers, boost your sales. 3rd ed. 2006. |
| scientific advertising book: The New Politics of Science David Dickson, 1988 How science gets done in today's world has profound political repercussions, since scientific knowledge, through its technical applications, has become an important source of both economic and military power. The increasing dependence of scientific research on funding from business and the military has made questions about the access to and control of scientific knowledge a central issue in today's politics of science. In The New Politics of Science, David Dickson points out that the scientific community has its own internal power structures, its elites, its hierarchies, its ideologies, its sanctioned norms of social behavior, and its dissenting groups. And the more that science, as a social practice, forms an integral part of the economic structures of the society in which it is imbedded, the more the boundaries and differences between the two dissolve. Groups inside the scientific community, for example, will use groups outside the community—and vice versa—to achieve their own political ends. In this edition, Dickson has included a new preface commenting on the continuing and increasing influence of industrial and defense interests on American scientific research in the 1980s. |
| scientific advertising book: Summary: Scientific Advertising BusinessNews Publishing,, 2014-10-14 The must-read summary of Claude Hopkins' book: Scientific Advertising: How to Develop a Superior Advertising Program. This complete summary of the ideas from Claude Hopkins' book Scientific Advertising presents the scientific approach to advertising, which involves continually testing and comparing advertising concepts to assess their results. In his book, the author explains that doing this is the best way of ensuring that you apply the optimum advertising approach that will provide the best results. This summary provides readers with an insight into the fundamentals of marketing and advertising and helps them to choose the best approach. Added-value of this summary: • Save time • Understand key concepts • Expand your knowledge To learn more, read Scientific Advertising and discover how you can take a methodical approach to advertising and always gain the best results. |
| scientific advertising book: The Brain Audit Sean D'Souza, 2009 Introducing the Brain Audit: A system that's 5000 years old! If you're looking for something new, you won't find it here. The Brain Audit is based on thousands of years of solid psychology. It shows you how the brain is not random at all, but in fact responds in sequence to psychological triggers. Getting this information could get you to control a sales situation like never before. You will be shocked at how simple this is. Frustration is what you will feel when you realise how much money you've left on the table in the past because you ignored this simple, ancient wisdom! Could it really be this simple? Could you literally get inside the customer's brain and get definite results? The answer is YES! Armed with this knowledge, you will actually see the steps going through the customer's brain and you will be able to pre-empt every single step and counter it, resulting in the sale. Best of all, you can use the Brain Audit Techniques on your website, business cards, brochures, leaflets--even in your powerpoint presentations and your sales techniques. It is one heck of a power packed toy that will enable you to create and close much bigger chunks of sales. |
| scientific advertising book: The Copywriter's Handbook Robert W. Bly, 2007-04-01 The classic guide to copywriting, now in an entirely updated third edition This is a book for everyone who writes or approves copy: copywriters, account executives, creative directors, freelance writers, advertising managers . . . even entrepreneurs and brand managers. It reveals dozens of copywriting techniques that can help you write ads, commercials, and direct mail that are clear, persuasive, and get more attention—and sell more products. Among the tips revealed are • eight headlines that work—and how to use them • eleven ways to make your copy more readable • fifteen ways to open a sales letter • the nine characteristics of successful print ads • how to build a successful freelance copywriting practice • fifteen techniques to ensure your e-mail marketing message is opened This thoroughly revised third edition includes all new essential information for mastering copywriting in the Internet era, including advice on Web- and e-mail-based copywriting, multimedia presentations, and Internet research and source documentation, as well as updated resources. Now more indispensable than ever, The Copywriter's Handbook remains the ultimate guide for people who write or work with copy. I don't know a single copywriter whose work would not be improved by reading this book. —David Ogilvy |
| scientific advertising book: The Boron Letters Gary Halbert, Bond Halbert, 2013-06-11 A series of letters by history's greatest copywriter Gary C. Halbert, explaining insider tactics and sage wisdom to his youngest son Bond.Once only available as part of a paid monthly premium, The Boron Letters are unique in the marketing universe and now they are a bona fide cult classic among direct response marketers and copywriters around the world.The letters inside are written from a father to a son, in a loving way that goes far beyond a mere sales book or fancy boardroom advertising advice...It's more than a Master's Degree in selling & persuasion...it's hands-down the best SPECIFIC and ACTIONABLE training on how to convince people to buy your products or services than I have ever read. The Boron Letters contain knowledge well beyond selling. The letters also explain how to navigate life's hurdles.This marketing classic is personal and easily digestible. Plus... immediately after reading the first chapters, you can go out and make money and a real, noticeable difference in your marketplace. There are very few successful direct response marketers (online or off) who don't owe something to Gary Halbert...and for many of them, The Boron Letters is the crown jewel in their collection.Copywriters and marketers read and re-read The Boron Letters over and over again for a reason.These strategies, secrets and tips are going to be relevant 5, 10, even 100 years from now because they deal honestly with the part of human psychology which never changes, how to convince and convert folks into buyers.Bottom line? Read the first chapter. Get into the flow of Gary's mind. Then read the second. I dare you to NOT finish the entire darn thing. After you put a few of the lessons into practice, you too will find yourself reading The Boron Letters again and again like so many of today's top marketers.If you don't already have your copy get it now. I promise you won't regret it. My best,Lawton Chiles |
| scientific advertising book: My Life in Advertising and Scientific Advertising Claude Hopkins, 1998 Test marketing. Coupon sampling. Copy research. All are standard practices in today's world of advertising. All were invented by Claude C. Hopkins (1866-1932), who worked for various advertisers including Bissell Carpet Sweeper Company, Swift & Company and Dr. Shoop's patent medicine company until, at the age of 41, he was hired by Albert Lasker to write copy for Lord & Thomas advertising agency (forerunner to today's Foote, Cone & Belding). He stayed for 18 years. Scientific Advertising and My Life in Advertising remain essential, vital guideposts for present and future generations of advertising professionals. - Publisher. |
| scientific advertising book: Sharing Books, Talking Science Valerie Bang-Jensen, Mark Lubkowitz, 2017 Science is everywhere, in everything we do, see, and read. Books-all books-offer possibilities for talk about science in the illustrations and text once you know how to look for them. Children's literature is a natural avenue to explore the seven crosscutting concepts described in the Next Generation Science Standards*, and with guidance from Valerie Bang-Jensen and Mark Lubkowitz, you will learn to develop the mindset necessary to think like a scientist, and then help your students think, talk, and read like scientists. Sharing Books Talking Science is an engaging and user-friendly guide that provides practical, real world understandings of complex scientific concepts using children's literature. By demonstrating how to work in a very familiar and comfortable teaching context-read aloud-to address what may be less familiar and comfortable content-scientific concepts-Valerie and Mark empower teachers to use just about any book in their classroom to help deepen students' understanding of the world. Valerie and Mark supply you with everything you need to know to get to the heart of each concept, including a primer, questions and strategies to spot a concept, and ways to prompt students to see and talk about it. Each chapter offers a list of suggested titles (many of which you probably already have) to help you get started right away, as well as topic spotlight sections that help you connect the concepts to familiar topics such as eating, seasons, bridges, size, and water. With Sharing Books Talking Science, you will have the tools and confidence to explore scientific concepts with your students. Learn how to talk science with any book so that you can infuse your curriculum with scientific thinking...even when you aren't teaching science. *Next Generation Science Standards is a registered trademark of Achieve. Neither Achieve nor the lead states and partners that developed the Next Generation Science Standards were involved in the production of this product, and do not endorse it. |
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