Claude C. Hopkins
Claude C. Hopkins (1866–1932) was an American advertiser and author. He introduced the slogan in advertising and popularised the use of test campaigns, especially using coupons in direct mail, to properly attribute marketing spend.
Biography
Claude C. Hopkins was born in Hillsdale on April 24, 1866, received his education at Ludington and later attended a commercial school in Grand Rapids[1].
He worked for various advertising companies, including Bissell Carpet Sweeper Company, Swift & Company, and Dr. Shoop's patent medicine company. According to
Hopkins has been credited with popularizing tooth brushing, as a result of his campaigns for Pepsodent.[4]
His book Scientific Advertising was published in 1923, following his retirement from Lord & Thomas, where he finished his career as president and chairman. This book was followed, in 1927, by his autobiographical work My Life in Advertising. He died in September 1932 at Spring Lake.[5]
External links
- Scientific Advertising Free Online Copy - All 21 Chapters & author photo
References
- ^ "Genius of modern advertising dies at Michigan home". Associated Press. 1932-09-22. Retrieved 2023-01-01.
- ^ Hopkins, Claude C. (1960). Scientific Advertising. New York: Bell. p. 60.
- ^ Akerlof, George A.; Shiller, Robert J. (2015). Phishing for Phools: The Economics of Manipulation and Deception. Princeton University Press.
- ISBN 9781400069286.
- ^ "Genius of modern advertising dies at Michigan home". Associated Press. 1932-09-22. Retrieved 2023-01-01.