Scientific Advertising
by Ian Cook

Scientific Advertising
— by Claude Hopkins

Chapter One	How Advertising Laws Are Established
Chapter Two	Just Salesmanship
Chapter Three	Offer Service
Chapter Four	Mail Order Advertising - What It Teaches
Chapter Five	Headlines
Chapter Six	Psychology
Chapter Seven	Being Specific
Chapter Eight	Tell Your Full Story
Chapter Nine	Art In Advertising
Chapter Ten	Things Too Costly
Chapter Eleven	Information
Chapter Twelve	Strategy
Chapter Thirteen	Use Of Samples
Chapter Fourteen	Getting Distribution
Chapter Fifteen	Test Campaigns
Chapter Sixteen	Leaning On Dealers
Chapter Seventeen	Individuality
Chapter Eighteen	Negative Advertising
Chapter Ninteen	Letter Writing
Chapter Twenty	A Name That Helps
Chapter Twentyone	Good Business