In this groundbreaking 1923 work, written after he retired as
president and chairman of one of the world's biggest ad agencies,
Hopkins shares the secrets of successful marketing that are just as
relevant today as they were almost a century ago. Learn: how
advertising laws are established the importance of just
salesmanship why businesses must offer service mail order
advertising: what it teaches what makes headlines effective
understanding customer psychology how to use art in advertising how
to use samples the best way to test campaigns the impact of
negative advertising and much more.American advertising pioneer
Claude C. Hopkins (1866-1932) is still renowned today for
developing such marketing innovations as coded coupons that could
be used to track the success of varying offers. His methods are
still prized for their efficacy today.
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