Key Ideas

1. Advertising should be based on scientific principles and tested results. Claude Hopkins believes that advertising should be treated as a science, and that success can be achieved by following proven principles.

2. The sole purpose of advertising is to sell. According to Hopkins, the only reason to advertise is to generate sales. Every advertising effort should be focused on directly influencing the consumer's decision to buy.

3. Ads should offer a reason to buy. Hopkins emphasizes the importance of providing a compelling reason for the consumer to make a purchase. The reason should be cle....
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Quiz