Scientific Advertising

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Mosaique Press, 31.12.2015 - 128 Seiten
The legendary Claude C Hopkins wrote 'Scientific Advertising', his classic on the art of advertising, nearly 100 years ago. It is a tribute to the vision of this pioneer of modern advertising that the insights contained in this slim volume remain, for the most part, relevant today. Digital channels may have superseded the print media that dominated in his day, but the principles of how to create a compelling message that sells to potential customers are as true now as they were when Hopkins was formulating them. Alastair Campbell cites Hopkins as a major influence in his successful marketing career. He has approached the task of revising and updating 'Scientific Advertising' with the care and reverence of an acolyte, and the experience of putting these theories to the test in today's marketplace. Readers will find up-to-the-minute references and examples drawn from the world of television, the Web, social media, handheld digital devices, live streaming and options for instant communication that Hopkins could not have anticipated but which we now use daily.

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Über den Autor (2015)

Alastair Campbell was born in Keighley, Yorkshire in 1957, the son of a vet. Having graduated from Cambridge University in modern languages, he went into journalism, principally with the Mirror Group. When Tony Blair became leader of the Labour Party, Campbell worked for him first as press secretary, then as official spokesman and director of communications and strategy from 1994 to 2003. He continued to act as an advisor to Mr. Blair and the Labour Party, including during subsequent election campaigns. He now splits his time between writing, speaking, consultancy, and politics in Britain and overseas. He is also chairman of fundraising for Leukaemia and Lymphoma Research and a leading ambassador for the mental health campaign Time to Change. He lives in north London with his partner of thirty-five years, Fiona Millar. They have three children. His interests include running, cycling, bagpipes, and Burnley Football Club. He has published six volumes of diaries, including the Sunday Times number one bestseller The Blair Years; a memoir on depression, The Happy Depressive; and three novels.

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