Claude C. Hopkins

Broschiertes Buch

Scientific Advertising

Beschreibung

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.

Autor

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.

Produktdetails

• Verlag: Dover Publications Inc.
• Seitenzahl: 112
• Erscheinungstermin: 31. Oktober 2019
• Englisch
• Abmessung: 203mm x 130mm x 10mm
• Gewicht: 128g
• ISBN-13: 9780486836058
• ISBN-10: 0486836053
• Artikelnr.: 57688810