Claude C. Hopkins
Claude C. Hopkins (* 1866 , † 1932 ) was an American copywriter and advertising executive.
From 1907 to 1925 Hopkins worked as a copywriter for Albert Lasker and the advertising agency Lord & Thomas (later Foote, Cone Belding). He conceived the first campaigns for automobiles, car tires, washing-up liquid (Palmolive), toothpaste ( Pepsodent ) and developed numerous methods of empirical advertising success control such as working with test markets, advertisements with order coupons for free samples, systematic testing of headlines and texts about the response of response ads.
He brought the most important principles together in the book Scientific Advertising (1923), which made him famous. He also wrote an autobiography: "My Life in Advertising". Both works were reprinted again and again decades later and influenced u. a. David Ogilvy .
Hopkins' basic principle was: Design your advertising material (especially your ad) like a good salesperson talking to a prospective buyer.
Web links
- Scientific Advertising - Free online copy
- Scientific Advertising - a downloadable copy from Project Gutenberg
| personal data | |
|---|---|
| SURNAME | Hopkins, Claude C. |
| BRIEF DESCRIPTION | American copywriter |
| DATE OF BIRTH | 1866 |
| DATE OF DEATH | 1932 |