Scientific Advertising - Hopkins, Claude
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A founding father of modern advertising discusses the lure of telling a story, use of headlines and art, the power of specificity, and the value of samples and testing campaigns.

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Produktbeschreibung
A founding father of modern advertising discusses the lure of telling a story, use of headlines and art, the power of specificity, and the value of samples and testing campaigns.
Autorenporträt
Claude C. Hopkins (1866-1932) ranks among the advertising industry's greatest pioneers. A brilliant copywriter, he was earning more than $150,000 a year from the Chicago advertising agency Lord & Thomas in the decade before World War I. Hopkins used new techniques like risk-free trials and money-back guarantees to promote many of the firms he worked for, including Swift & Company, Quaker Oats, Palmolive Soap, and Pepsodent.