Scientific Advertising

Scientific Advertising was written by Claude C. Hopkins in 1923 and has been cited by many advertising and marketing personalities (such as David Ogilvy, Gary Halbert, and Jay Abraham) as a "must-read" book. Hopkins outlines an advertising approach based on testing and measuring. In this way losses from unsuccessful ads are kept to a safe level, while gains from profitable ads are multiplied. Or, as Hopkins wrote, the advertiser is "playing on the safe side of a hundred to one shot".