With chapter 21, titled “Good Business”, we’ve come to the end of “Scientific Advertising” by copywriting and marketing pioneer Claude Hopkins. As you might expect, this chapter is something of a recap and restatement of Hopkins’ prime idea. That is…
Some Schadenfreude Over Bank Advertising
I’ve mercilessly poked fun at bank advertising in the past, so it was with some glee that I came across this article in “The Economist” (“Bank Slogans – Ad Nauseum”). The tagline “Because They’re Worthless” sets the tone. Who can resist a wry chuckle reading this…
Will This Message Reach The Market?
If you’re a copywriter or have any experience of direct response marketing, then I’m pretty sure you’re familiar with the important concept of “Message-to-market-match”. That is to say, when advertising you choose an avenue that will reach your desired audience. So imagine my surprise as I was reading this week’s edition of “The Economist” when […]