Scientific Advertising
By Claude C. Hopkins
table of contents
Chapter 1 - How Advertising Laws Are Established
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.
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 every thing pertaining
to merchandising. Nearly every selling question which arises in business is accurately
answered by many experiences.
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 every thing 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.
Chapter 1 continued |
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