Scientific Advertising - A Classic Guide to Tested Advertising and Measurable Results

A classic guide to advertising as measured salesmanship rather than guesswork. The book explains how to use tests, coupons, headlines, samples, offers, mail-order lessons, psychology, specificity, and careful comparison of results to create advertising that can be measured and improved. It is written for marketers, entrepreneurs, copywriters, and business readers who want practical principles for persuasive advertising and profitable campaigns.