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1980, Paperback, 95 pages
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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.
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Book Description Chelsea House Pub 1980-05-01, 1980. Paperback. Condition: Good. Books is in good condition. Some moderate creases and wear. This item may not come with CDs or additional parts and might be an ex-library copy. Seller Inventory # DS-087754140X-3
Book Description Chelsea House Pub (T), 1980. Paperback. Condition: Used: Good. Seller Inventory # SONG087754140X
Book Description Chelsea House Pub, 1980. Condition: UsedAcceptable. book. Seller Inventory # M087754140X_4