【科学的广告】（美）克劳德·霍普金斯

ScientificAdvertisingbyClaudeHopkinsScientificAdvertisingwasfirstpublishedin1923.Thistranscriptionwasmadein2007byJonathanIngram.AsClaudeHopkinsdiedmorethan70yearsago,thisworkisnowpublicdomainineverycountryintheworldexcept,possibly,theUnitedStatesofAmerica.Manycountriesallowcopyrighttobeclaimedpurelyonpresentation.NoadditionalcopyrightisclaimedoverthispresentationofScientificAdvertising.Youarefreetouseitinyourownwork,tomodifyit,tocopyit,andtodistributeitasyouwish.Youarealsofreetoremovethetranscriptioncredit,butIrequestthatyouretainit.ScientificAdvertisingbyClaudeHopkins3InThisBookHowAdvertisingLawsAreEstablished5JustSalesmanship11OfferService17MailOrderAdvertising—WhatItTeaches21Headlines27Psychology31BeingSpecific37TellYourFullStory41ArtinAdvertising45ThingsTooCostly49Information53Strategy57UseofSamples61GettingDistribution67TestCampaigns71LeaningonDealers77ScientificAdvertisingbyClaudeHopkins4Individuality79NegativeAdvertising81LetterWriting83ANameThatHelps87GoodBusiness89ScientificAdvertisingbyClaudeHopkins5CHAPTERONEHowAdvertisingLawsAreEstablishedThetimehascomewhenadvertisinghasinsomehandsreachedthestatusofascience.Itisbasedonfixedprinciplesandisreasonablyexact.Thecausesandeffectshavebeenanalyzeduntiltheyarewellunderstood.Thecorrectmethodsofprocedurehavebeenprovedandestablished.Weknowwhatismosteffective,andweactonbasiclaws.Advertising,onceagamble,hasthusbecome,underabledirection,oneofthesafestofbusinessventures.Certainlynootherenterprisewithcomparablepossibilitiesneedinvolvesolittlerisk.Thereforethisbookdeals,notwiththeoriesandopinions,butwithwell-provedprinciplesandfacts.Itiswrittenasatextbookforstudentsandasafeguideforadvertisers.Everystatementhasbeenweighed.Thebookisconfinedtoestablishedfundamentals.Ifweenteranyrealmsofuncertaintyweshallcarefullydenotethem.Thepresentstatusofadvertisingisduetomanyreasons.Muchnationaladvertisinghaslongbeenhandledbylargeorganizationsknownasadvertisingagencies.Someoftheseagencies,intheirhundredsofcampaigns,havetestedandcomparedthousandsofplansandideas.Theresultshavebeenwatchedandrecorded,sonolessonshavebeenlost.Suchagenciesemployahighgradeoftalent.Nonebutableandexperiencedmencanmeettherequirementsinnationaladvertising.Workinginco-operation,learningfromeachotherandfromeachnewundertaking,someofthesemendevelopintomasters.ScientificAdvertisingbyClaudeHopkins6Individualsmaycomeandgo,buttheyleavetheirrecordsandideasbehindthem.Thesebecomeapartoftheorganization'sequipment,andaguidetoallwhofollow.Thus,inthecourseofdecades,suchagenciesbecomestorehousesofadvertisingexperiences,provedprinciples,andmethods.Thelargeragenciesalsocomeintointimatecontactwithexpertsineverydepartmentofbusiness.Theirclientsareusuallydominatingconcerns.Sotheyseetheresultsofcountlessmethodsandpolicies.Theybecomeaclearinghouseforeverythingpertainingtomerchandising.Nearlyeverysellingquestionwhicharisesinbusinessisaccuratelyansweredbymanyexperiences.Undertheseconditions,wheretheylongexist,advertisingandmerchandisingbecomeexactsciences.Everycourseischarted.Thecompassofaccurateknowledgedirectstheshortest,safest,cheapestcoursetoanydestination.Welearntheprinciplesandprovethembyrepeatedtests.Thisisdonethroughkeyedadvertising,bytracedreturns,largelybytheuseofcoupons.Wecompareonewaywithmanyothers,backwardandforward,andrecordtheresults.Whenonemethodinvariablyprovesbest,thatmethodbecomesafixedprinciple.Mailorderadvertisingistraceddowntothefractionofapenny.Thecostperreplyandcostperdollarofsaleshowupwithutterexactness.Oneadiscomparedwithanother,onemethodwithanother.Headlines,settings,sizes,argumentsandpicturesarecompared.Toreducethecostofresultsevenonepercentmeansmuchinsomemailorderadvertising.Sonoguessworkispermitted.Onemustknowwhatisbest.Thusmailorderadvertisingfirstestablishedmanyofourbasiclaws.ScientificAdvertisingbyClaudeHopkins7Inlineswheredirectreturnsareimpossiblewecompareonetownwithanother.Scoresofmethodsmaybecomparedinthisway,measuredbycostofsales.Butthemostcommonwayisbyuseofthecoupon.Weofferasample,abook,afreepackageorsomethingtoinducedirectreplies.Thuswelearntheamountofactionwhicheachadengenders.Butthosefiguresarenotfinal.Oneadmaybringtoomanyworthlessreplies,anotherrepliesthatarevaluable.Soourfinalconclusionsarealwaysbasedoncostpercustomerorcostperdollarofsale.ThesecouponplansaredealtwithfurtherinthechapteronTestCampaigns.Hereweexplainonlyhowweemploythemtodiscoveradvertisingprinciples.Inalargeagencycouponreturnsarewatchedandrecordedonhundredsofdifferentlines.Inasinglelinetheyaresometimesrecordedonthousandsofseparateads.Thuswetesteverythingpertainingtoadvertising.Weanswernearlyeverypossiblequestionbymultitudinoustracedreturns.Somethingswelearninthiswayapplyonlytoparticularlines.Buteventhosesupplybasicprinciplesforanalogousundertakings.Othersapplytoalllines.Theybecomefundamentalsforadvertisingingeneral.Theyareuniversallyapplied.Nowiseadvertiserwilleverdepartfromthoseunvaryinglaws.Weproposeinthisbooktodealwiththosefundamentals,thoseuniversalprinciples.Toteachonlyestablishedtechnic.Thereisthattechnicinadvertising,a