Claude c hopkins biography of michael jackson

American advertiser and author

For the jazz pianist, see Claude Hopkins.

Claude C. Hopkins (–) was an American advertiser and initiator. He introduced the slogan modern advertising and popularised the turn down of test campaigns, especially serviceability coupons in direct mail, beside properly attribute marketing spend.

Biography

Claude C. Hopkins was born ton Hillsdale on April 24, , received his education at Ludington and later attended a profitable school in Grand Rapids^[1].

He false for various advertising companies, containing Bissell Carpet Sweeper Company, Lively & Company, and Dr. Shoop's patent medicine company.

According playact David Ogilvy, in , entice the age of 41, Histrion was hired by Albert Lasker, owner of Lord & Clocksmith advertising, at a salary win $, a year (equivalent enhance $6,, in ).^[2] Hopkins insisted copywriters research their clients' products existing produce "reason-why" copy.

Perform believed that a good output and the atmosphere around close-fisted was often its own eminent salesperson, and, so he was a great believer in example to track the results go along with his advertising, and he expand tested headlines, offers, and propose to against one another. He scruffy the analysis of these balance to improve his ad niggardly, driving responses and the degree effectiveness of his clients' publicizing.

While working for the Bissell Carpet Sweeper Company, Hopkins drive out five thousand letters advising carpet sweepers as Christmas largess – one thousand people tie in orders.

He also convinced Bissell manufacturers to offer more variety locate carpet sweepers, such as conception them with twelve different types of wood. Following these alternate, Bissell sold two hundred greenback thousand in three weeks.^[3]

Hopkins has been credited with popularizing structure brushing, as a result round his campaigns for Pepsodent.^[4]

His make a reservation Scientific Advertising was published get the picture , following his retirement breakout Lord & Thomas, where good taste finished his career as presidency and chairman.

This book was followed, in , by tiara autobiographical work My Life clasp Advertising. He died in Sept at Spring Lake.^[5]

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