My Life in Advertising & Scientific Advertising (Two Works)
About the book
Two works by advertising pioneer Claude C. Hopkins share this single volume: Scientific Advertising, a primer on copywriting that leading copywriters still read, and My Life in Advertising, the autobiography he completed four years after it. Hopkins is credited with inventing test marketing, coupon sampling and copy research, all now routine in the trade. His earlier employers included Swift & Company, Dr. Shoop's patent medicine company and the Bissell Carpet Sweeper Company. At 41 he joined the Lord & Thomas agency, later Foote, Cone & Belding, as a copywriter hired by Albert Lasker, and he stayed there for 18 years.
Seth Godin called it very old and very good, and said anyone doing advertising has a professional duty to read it. CoSchedule co-founder Garrett Moon recommends it next to Ogilvy On Advertising for old-school marketing sense.
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This book has 2 recommendations
Seth Godin (Author & Entrepreneur)
Very old, very good. If you're doing any advertising, you have a professional obligation to read this.
Garrett Moon (CEO & Co-Founder/CoSchedule)
Ogilvy On Advertising by David Ogilvy and My Life In Advertising by Claude Hopkins for old-school marketing smarts.
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