My Life in Advertising

My Life in Advertising

by Claude Hopkins
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Overview

My Life in Advertising by Claude Hopkins

This autobiography details the life of advertising genius Claude C. Hopkins and author of the classic “Scientific Advertising”. This book is not written as a personal history, but as a business story. The chief object behind every chapter is to offer helpful suggestions to those who will follow his advice. As practical as it is interesting, “My Life in Advertising” is a must-read book for anyone wanting to understand the secrets of how to sell. Many of his strategies and techniques still apply today, even for internet marketing. Claude C. Hopkins is cited by many advertising and marketing personalities such as Eben Pagan aka David DeAngelo, David Ogilvy, and Jay Abraham.

Product Details

ISBN-13: 9781300039242
Publisher: Lulu.com
Publication date: 03/14/2013
Sold by: LULU PRESS
Format: NOOK Book
File size: 319 KB

About the Author

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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