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Hopkins summarized his theory of advertising in a short, easy-to-digest, book called Scientific Advertising. This was Ogilvy’s go-to book. I remember the first time I read through it.
What really struck me about it was its relevance to what we were discovering (or I guess is should say rediscovering) almost a century later here atMarketingExperiments.com.
Now, I confess, I am only on my third round through this book, so I know I am not quite yet fit to work for Ogilvy, but I thought it would be fitting to share with you a few of Hopkins principles that seem relevant for us to remember nearly 100 years later....
This MarketingExperiments Blog post features four principles put forth by one of the original 1920s greats – Claude Hopkins.