In 'My Life in Advertising and Scientific Advertising', Claude Hopkins, a pioneer of modern advertising, shares his extraordinary journey from humble beginnings to becoming a titan in the industry. This dual memoir and manual unravels the secrets behind compelling advertising strategies that not only sell but resonate deeply with consumers. Through engaging anecdotes and clear principles, Hopkins illustrates the power of testing and research in creating effective campaigns. His insights challenge conventional wisdom and advocate for a scientific approach to advertising. Prepare to be inspired and equipped with timeless techniques that continue to influence marketers today.
By Claude Hopkins
Published: 1998
""The most successful advertising is based on fundamental human psychology, understanding what makes people tick and crafting messages that resonate with their deepest desires.""
Test marketing. Coupon sampling. Copy research. All are standard practices in today's world of advertising. All were invented by Claude C. Hopkins (1866-1932), who worked for various advertisers including Bissell Carpet Sweeper Company, Swift & Company and Dr. Shoop's patent medicine company until, at the age of 41, he was hired by Albert Lasker to write copy for Lord & Thomas advertising agency (forerunner to today's Foote, Cone & Belding). He stayed for 18 years. Scientific Advertising and My Life in Advertising remain essential, vital guideposts for present and future generations of advertising professionals. - Publisher.
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“"The most successful advertising is based on fundamental human psychology, understanding what makes people tick and crafting messages that resonate with their deepest desires."”
My Life in Advertising and Scientific Advertising
By Claude Hopkins
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Claude Hopkins was a pioneering American copywriter and advertising executive, known for his innovative and data-driven approach to marketing. Born in 1866, he made his mark in the early 20th century and is best known for his influential works such as 'Scientific Advertising' and 'My Life in Advertising.' Hopkins emphasized the importance of testing and measurement in advertising, laying the groundwork for modern marketing practices. His writing style is characterized by clarity, conciseness, and a focus on consumer psychology, making his work both approachable and profoundly impactful for marketers and advertisers alike.
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