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My Life in Advertising and Scientific Advertising (Advertising Age Classics Library) by [Hopkins, Claude]
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My Life in Advertising and Scientific Advertising (Advertising Age Classics Library) Kindle Edition

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Length: 335 pages Word Wise: Enabled Enhanced Typesetting: Enabled
Page Flip: Enabled

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From the Back Cover

This volume contains his two landmark books. Scientific Advertising--the classic primer still read by today's top copywriters--was originally written in 1923. Four years later, he finished his autobiography, My Life in Advertising.

About the Author

Claude C. Hopkins (1866–1932) was one of the great advertising pioneers. He believed advertising existed only to sell something and should be measurable and justify the results that it produced. He worked for various advertisers, including Bissell Carpet Sweeper Company, Swift & Company and Dr. Shoop's patent medicine company. At the age of 41, he was hired by Albert Lasker owner of Lord & Thomas advertising in 1907 at a salary of $185,000 a year, Hopkins insisted copywriters researched their client products and produce "reason-why" copy. He believed that a good product was often its own best salesperson, and as such he was a great believer in sampling. To track the results of his advertising, he used key coded coupons and then tested headlines, offers and propositions against one another. He used the analysis of these measurements to continually improve his ad results, driving responses and the cost effectiveness of his clients advertising spend. His classic book, "Scientific Advertising," was published in 1923, following his retirement from Lord & Thomas, where he finished his career as president and chairman. He died in 1932. Charles Duhigg credits Hopkins with popularizing tooth brushing, as a result of Hopkins' campaigns for Pepsodent.

Product details

  • File Size: 713 KB
  • Print Length: 335 pages
  • Page Numbers Source ISBN: 0844231010
  • Publisher: McGraw-Hill Education; 1 edition (February 1, 1966)
  • Publication Date: February 1, 1966
  • Sold by: Amazon Digital Services LLC
  • Language: English
  • ISBN-10: 0071784802
  • ISBN-13: 978-0071784801
  • ASIN: B00AMUHY70
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Lending: Not Enabled
  • Screen Reader: Supported
  • Enhanced Typesetting: Enabled
  • Amazon Best Sellers Rank: #465,500 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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