Free Scientific Advertising eBook by Claude C Hopkins
Claude C Hopkins (1866 - 1932) was an advertising pioneer and genius. His book Scientific Advertising is a timeless classic. His other book My Life In Advertising is also a classic. Claude believed that all advertising should be tracked and should pay for itself. He practically invented free samples and coupons.
"Nobody, at any level, should be allowed to have anything to do with advertising until he has read this book seven times" -- David Ogilvy
Claude Hopkins believed advertising existed only to sell something. His copy, notably his Schlitz beer slogan, "The beer that made Milwaukee famous," led Lord & Thomas' Albert Lasker to hire him (for $185,000 a year) in 1907. Hopkins insisted copywriters acquire detailed knowledge of client products and produce brief, dry, reason-why copy. He also promoted couponing, premiums, free samples, mail order and copy testing. For Pepsodent toothpaste, he "discovered" plaque; he then invested in the company and made another fortune. His classic, "Scientific Advertising," was published in 1923, after he retired from L&T, where he had served as president and chairman.
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