Scientific Advertising is a book written by Claude C Hopkins and is
cited by many advertising and marketing personalities (such as David
Ogilvy, Gary Halbert, and Jay Abraham) as a ""must-read"" book. The Book
contains many principles that are common in all performance-based
marketing today, such as the idea of testing and measuring ad
effectiveness, writing to one person, understanding and using
psychology, basing advertising on sales, eliminating risk, learning what
the thousands want to understand what the millions will buy. It is
indeed impossible to say one understands advertising without having a
thorough grasp on the material in this book. David Ogilvy wrote that
""Nobody should be allowed to have anything to do with advertising until
he has read this book seven times and The book is widely considered the
foundation of direct marketing.