Welcome to Part 4 of this series “Scientific Advertising In The 21st Century”.
“Mail Order Advertising – What It Teaches” is the fourth chapter in the classic book by copywriter Claude Hopkins.
And again it goes to the heart of what Hopkins saw as key to success in advertising. Testing, tracking and measuring so that advertising is accountable.
“The severest test of an advertising man is in selling goods by mail…There cost and result are immediately apparent…The advertising is profitable or it is not, clearly on the face of returns. Figures which do not lie tell one at once the merits of an ad.”