Scientific Advertising
Autor Claude C. Hopkinsen Limba Engleză Paperback – 31 oct 2019
A founding father of modern advertising discusses the lure of telling a story, use of headlines and art, the power of specificity, and the value of samples and testing campaigns.
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Specificații
ISBN-13: 9780486836058
ISBN-10: 0486836053
Pagini: 112
Dimensiuni: 130 x 203 x 10 mm
Greutate: 0.13 kg
Editura: Dover Publications Inc.
ISBN-10: 0486836053
Pagini: 112
Dimensiuni: 130 x 203 x 10 mm
Greutate: 0.13 kg
Editura: Dover Publications Inc.
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Notă biografică
Claude C. Hopkins (1866-1932) ranks among the advertising industry's greatest pioneers. A brilliant copywriter, he was earning more than $150,000 a year from the Chicago advertising agency Lord & Thomas in the decade before World War I. Hopkins used new techniques like risk-free trials and money-back guarantees to promote many of the firms he worked for, including Swift & Company, Quaker Oats, Palmolive Soap, and Pepsodent.
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Claude Hopkins, the father of modern advertising techniques, believed that "Advertising is salesmanship," and as such it should be measurable and justify the results that it produced.
Claude Hopkins, the father of modern advertising techniques, believed that "Advertising is salesmanship," and as such it should be measurable and justify the results that it produced.