Scientific
Advertising.
by Claude Hopkins


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Chapter 1
How Advertising Laws Are
Established
The time has come when advertising has in some hands reached the
status of a science. It is based on fixed principles and is reasonably
exact. The causes and eects have been analyzed until they are well
understood.
The correct methods of procedure have been proved and established.
We know what is most eective, and we act on basic law.
Advertising, once a gamble, has ...