Claude C. Hopkins (1866-1932) was a pioneering American advertiser and author who revolutionized the advertising industry in the early 20th century. As an innovative copywriter and marketing strategist, Hopkins introduced the concept of "reason-why" advertising and popularized the use of test campaigns and coupons in direct mail marketing. His ground-breaking work at Lord & Thomas advertising agency, where he earned an unprecedented salary of $185,000 per year in 1907, set new standards for the industry.
Hopkins' career spanned various companies, including Bissell Carpet Sweeper Company and Swift & Company, where he honed his skills in product research and consumer psychology. His campaigns for brands like Pepsodent toothpaste are credited with popularizing daily tooth brushing habits among Americans.
In 1923, Hopkins distilled his wealth of experience into the seminal work "Scientific Advertising," which became a cornerstone text in the field. This was followed by his autobiography, "My Life in Advertising," published in 1927. Both books continue to influence modern marketing practices and are considered essential reading for advertising professionals.
Hopkins resided in Chicago during much of his career and passed away in Spring Lake in 1932, leaving behind a legacy that shaped the future of advertising and marketing.
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