Claude C. Hopkins
Encyclopedia
Claude C. Hopkins 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.
Category:Marketing theorists
Category:Advertising theorists
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
Albert Lasker
Albert Davis Lasker was an American businessman who is often considered to be the founder of modern advertising. He was born in Freiburg, Germany when his American parents Morris and Nettie Heidenheimer Davis Lasker were visiting their homeland; he was raised in Galveston, Texas, where Morris was...
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
Scientific Advertising
"Scientific Advertising" was written by Claude C Hopkins in 1923 and is cited by many advertising and marketing personalities as a "must-read" book...
," was published in 1923, following his retirement from Lord & Thomas, where he finished his career as president and chairman. He died in 1932.
External links
- Scientific Advertising Free Online Copy - All 21 Chapters & author photo
- http://www.cbc.ca/ageofpersuasion/Season Five. "All Things Being Equal: The Fascinating World of Parity Products" host Terry O'Reilly focuses on Claude Hopkins
Category:Marketing theorists
Category:Advertising theorists