The book is cited as being the original description of the process of split testing and of coupon-based customer tracking and loyalty schemes.
In the book, Hopkins outlines an advertising approach based on testing and measuring.
Or, as Hopkins wrote, the advertiser is "playing on the safe side of a hundred to one shot".
[1] David Ogilvy wrote that "Nobody should be allowed to have anything to do with advertising until he has read this book seven times.
"[2] In the TV-series Mad Men, season 1 episode 11, the character Peggy Olson reads Scientific Advertising to prepare herself for work.