Claude C. Hopkins

Claude C. Hopkins (1866-1932) invented test marketing, coupon sampling, and copy testing--standard practices in modern advertising.

Good Advertising is Salesmanship

Let us emphasize that point. The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales. It is not for general effect. It is not to keep your name before the people. It is not primarily to aid your other salesmen....

How Advertising Laws Are Established

The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analyzed until they are well understood. The correct method of procedure have been proved...

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