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ID:40402083
大小:175.36 KB
页数:91页
时间:2019-08-01
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1、ScientificAdvertisingbyClaudeHopkinsScientificAdvertisingwasfirstpublishedin1923.Thistranscriptionwasmadein2007byJonathanIngram.AsClaudeHopkinsdiedmorethan70yearsago,thisworkisnowpublicdomainineverycountryintheworldexcept,possibly,theUnitedStatesofAmerica.Manycountriesallowcopyrighttobeclaimedp
2、urelyonpresentation.NoadditionalcopyrightisclaimedoverthispresentationofScientificAdvertising.Youarefreetouseitinyourownwork,tomodifyit,tocopyit,andtodistributeitasyouwish.Youarealsofreetoremovethetranscriptioncredit,butIrequestthatyouretainit.ScientificAdvertisingbyClaudeHopkinsInThisBookHowAd
3、vertisingLawsAreEstablished5JustSalesmanship11OfferService17MailOrderAdvertising—WhatItTeaches21Headlines27Psychology31BeingSpecific37TellYourFullStory41ArtinAdvertising45ThingsTooCostly49Information53Strategy57UseofSamples61GettingDistribution67TestCampaigns71LeaningonDealers773ScientificAdver
4、tisingbyClaudeHopkinsIndividuality79NegativeAdvertising81LetterWriting83ANameThatHelps87GoodBusiness894ScientificAdvertisingbyClaudeHopkinsCHAPTERONEHowAdvertisingLawsAreEstablishedThetimehascomewhenadvertisinghasinsomehandsreachedthestatusofascience.Itisbasedonfixedprinciplesandisreasonablyexa
5、ct.Thecausesandeffectshavebeenanalyzeduntiltheyarewellunderstood.Thecorrectmethodsofprocedurehavebeenprovedandestablished.Weknowwhatismosteffective,andweactonbasiclaws.Advertising,onceagamble,hasthusbecome,underabledirection,oneofthesafestofbusinessventures.Certainlynootherenterprisewithcompara
6、blepossibilitiesneedinvolvesolittlerisk.Thereforethisbookdeals,notwiththeoriesandopinions,butwithwell-provedprinciplesandfacts.Itiswrittenasatextbookforstudentsandasafeguideforadvertisers.Everystatementhasbeenweighed.Thebookisconfinedtoestablishedfundamentals.Ifweenteranyrealmsofuncertaintywesh
7、allcarefullydenotethem.Thepresentstatusofadvertisingisduetomanyreasons.Muchnationaladvertisinghaslongbeenhandledbylargeorganizationsknownasadvertisingagencies.Someoftheseagencies,intheirhundredsofcampaigns,havetestedandcomparedtho
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