Scientific Advertising pdf epub mobi txt 電子書 下載2025
剋勞德•霍普金斯是現代廣告的奠基人，被大衛•奧格威視為創造現代廣告的六大巨人之一。剋勞德•霍普金斯一生隻對廣告感興趣。他曾為多傢廣告商工作，積纍瞭豐富的廣告經曆。
41歲時，他加入瞭洛德暨托馬斯廣告公司，為其撰寫廣告文案。當時他的年薪達到瞭18.5萬美元，這相當於今天的數百萬美元。霍普金斯在這傢公司供職瞭17年，最後從董事長兼總經理的職位上退休。退休後，霍普金斯仍在廣告業孜孜不倦地耕耘，並陸續齣版瞭《科學的廣告》和我的廣告生涯。在這兩部影響深遠的著作中，霍普金斯將優惠券、測試營銷、郵寄營銷和免費試用品等廣告理念及一係列廣告原則闡述得極為簡練深刻。大衛•奧格威將《科學的廣告》列位奧美公司員工七本必讀書之首。
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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.
具體描述
讀後感
我的广告生涯·科学的广告是由著名广告高手霍普金斯写的，说实在的书很精彩，尽管有些东西已经过时，但是方法永远不过时，想真正理解书的含义，估计最少要读个2-3遍以上！
評分这本书，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...
評分没有枯燥的理论、没有复杂的案例，有的仅是经验的分享、案例的回顾。但对于每个广告人、创意人、营销人来说，却是熟悉的方式、方法，在不同渠道和不同资源上的使用。分外亲切，也特别受用。 每个广告人、创意人、营销人，甚至是每个创业者都有必要阅读，并反复阅读的好书。 ...
評分 評分马不停蹄的花了十五天的时间细细品味了克劳德霍普金斯的《科学的广告＆我的广告生涯》这本书。因为对名人传记比较感兴趣所以先阅读了后面部分的《我的广告生涯》，然后才读比较系统的《科学的广告》。 曾经读过的关于广告的书籍或者看过的关于广告行业的电影都无一例外地反...
用戶評價
Advertising is all about salesmanship
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 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 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.
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