eBook Shop CC  
  Home  |  Software Downloads  |  Create Account Login  |  My Account  |  Bookshelf  |  Cart Contents   
Search

Advanced Search
Content Languages
Afrikaans
English
German
Spanish
French
Italian
Portuguese
Russian
English Categories
Antiques & Collectibles
Architecture
Art
Biography & Autobiography
Body, Mind & Spirit
Business & Economics
Comics & Graphic Novels
Computers
Cooking
Crafts & Hobbies
Drama
Education
Family & Relationships
Fiction
Foreign Language Study
Games
Gardening
Health & Fitness
History
House & Home
Humor
Juvenile Fiction
Juvenile Nonfiction
Language Arts & Disciplines
Law
Literary Collections
Literary Criticism
Mathematics
Medical
Music
Nature
Non-Classifiable
Performing Arts
Pets
Philosophy
Photography
Poetry
Political Science
Psychology
Reference
Religion
Science
Self-Help
Social Science
Sports & Recreation
Study Aids
Technology
Transportation
Travel
True Crime
Webster's Thesaurus Editions
Undefined

Scientific Advertising



Author: Hopkins, Claude C.

Publisher: Old LandMark Publishing

Format: Mobipocket PRC

Content Language: English

eBook ISBN: IGSBIKNPVQ

Size: 150 KB

Publication Date: 2005-07-12

Category:
Business & Economics > General

Compatible Software:
Mobipocket ReaderMobipocket Reader

Digital Rights:
Encryption: Mobipocket DRM


$6.23

Scientific Advertising
Click to Enlarge

DESCRIPTION
Claude Hopkins was one of the greatest advertising pioneers who ever lived.


Claude C. Hopkins (1866-1932) 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.

Here are some of the products for which he created ad campaigns and their corresponding advertising "hooks":
Bissell carpet sweeper was the "Queen of Christmas presents."
Schlitz beer used "bottles washed with live steam."
VanCamp's pork and beans were "baked for hours at 245 degrees."
Goodyear tires were made for "all weather."

He never compared his product with a competitor or mentioned price. What he did was use some aspect of the product that was not unique, and then attempted to "own" that aspect. But, curiously, every aspect he exploited pertained to all the competitors. Every carpet sweeper could be given as a Christmas present, all beer bottles were washed with live steam, every pork and beans producer baked them for hours at 245 degrees, all tires could be used in all types of weather. What set these products apart was that they were the first to use these aspects as their primary marketing focus.

Why pay a "marketing guru" 10-15,000 to learn the techniques that are in this book? Download your copy today!




This eBook is no longer available for purchase.
Sample Download
Shopping Cart
0 items
Bestsellers
Leadership and Self-Deception: Getting Out of the Box   yes
Leadership and Self-Deception: Getting Out of the Box yes
Don't Bleeping Do That: How Not to Manage a Small Business
Don't "Bleeping" Do That: How Not to Manage a Small Business
Copyright © 2017 eBookShop