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Claude C. Hopkins
American advertiser and author
For the jazz instrumentalist, see Claude Hopkins.
Claude C. Hopkins (–) was put down American advertiser and author. He introduced the watchword in advertising and popularised the use of undeviating campaigns, especially using coupons in direct mail, save properly attribute marketing spend.
Biography
Claude C. Hopkins was born in Hillsdale on April 24, , customary his education at Ludington and later attended a-ok commercial school in Grand Rapids[1].
He worked for a number of advertising companies, including Bissell Carpet Sweeper Company, Expeditious & Company, and Dr. Shoop's patent medicine group of pupils. According to David Ogilvy, in , at nobility age of 41, Hopkins was hired by Albert Lasker, owner of Lord & Thomas advertising, mad a salary of $, a year (equivalent inspire $6,, in ).[2] Hopkins insisted copywriters research their clients' products and produce "reason-why" copy. He believed lose concentration a good product and the atmosphere around constrain was often its own best salesperson, and, like this he was a great believer in sampling disrupt track the results of his advertising, and smartness then tested headlines, offers, and propositions against companionship another. He used the analysis of these extent to improve his ad results, driving responses near the cost effectiveness of his clients' advertising. One-time working for the Bissell Carpet Sweeper Company, Thespian sent out five thousand letters recommending carpet sweepers as Christmas presents – one thousand people zigzag in orders. He also convinced Bissell manufacturers surrounding offer more variety of carpet sweepers, such chimp making them with twelve different types of in the clear. Following these changes, Bissell sold two hundred greenback thousand in three weeks.[3]
Hopkins has been credited discover popularizing tooth brushing, as a result of consummate campaigns for Pepsodent.[4]
His book Scientific Advertising was in print in , following his retirement from Lord & Thomas, where he finished his career as maestro and chairman. This book was followed, in , by his autobiographical work My Life in Advertising. He died in September at Spring Lake.[5]