Scientific Advertising
Scientific Advertising is a book written by Claude C. Hopkins in 1923 and is cited by many advertising and marketing personalities as a "must-read" book.
Overview
The book is cited as being the original description of the process of split testing and of coupon-based customer tracking and loyalty schemes.In the 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".
The book is widely considered the foundation of direct marketing.