My Life in Advertising and Scientific Advertising
Author | : Claude Hopkins |
Publisher | : McGraw Hill Professional |
Total Pages | : 340 |
Release | : 1998 |
ISBN-10 | : 0844231010 |
ISBN-13 | : 9780844231013 |
Rating | : 4/5 (10 Downloads) |
Book excerpt: 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.