Unraveling the Mystique of 'Scientific Advertising'

The Illusion of Testing in Advertising

The book "Scientific Advertising" advocates for testing in advertising, a concept that seems logical at first glance. However, the practicality of testing in the real world and in the digital space is questionable. According to conservative estimates, about 80% of expensive advertising tests do not yield any valuable or actionable information.

When business leaders discover Hopkins' book, they often use it as a shield against creative and unquantifiable marketing strategies. They introduce their teams to Hopkins' ideas, sparking dread among marketers who foresee the challenges that lie ahead. The newfound enthusiasm for testing is often met with resistance from marketers, who view it as tedious, ineffective, and often irrelevant.

The Reality of Testing in Advertising

Testing in advertising can be a futile exercise. It is often time-consuming, lacks intelligence, and fails to deliver results. Even when it does work, the impact is usually negligible. However, there are exceptions where testing can be beneficial and make sense.

For instance, in a direct mail campaign targeting a specific demographic, testing different headlines can be useful. But even then, the results can be skewed due to various factors such as geographical distribution or data entry errors. The conclusion drawn from such experiences is that testing in advertising is often a futile exercise.

Alternative Strategies for Marketers

For small businesses with limited budgets, extravagant testing methods are not feasible. Here are some alternative strategies:

• Make educated guesses. While this may not seem scientific, marketing is more of an art than a science.
• Learn from history. Analyze past marketing successes and failures to gain insights.
• Develop a keen sense of judgment. Train yourself to identify when any element of your marketing strategy is not working.
• Keep trying. Persistence is key in marketing.

In the digital world, tracking your links, monitoring your stats, and learning from your competitors can be more beneficial than extensive testing.

Conclusion

While "Scientific Advertising" is a must-read for marketers, it is important to remember that its principles are not absolute. Just like the Old Testament, it offers valuable lessons but should not be followed blindly.

Scientific Advertising by Claude C. Hopkins is a classic marketing book that has influenced many marketers over the years. However, as this article on Forbes points out, the effectiveness of testing in advertising is debatable. It's important for marketers to explore alternative strategies and not rely solely on testing.