Test marketing. Coupon sampling. Copy research. All are standard practices in today's world of advertising. All were invented by Claude C. Hopkins (1866-1932),

This book is not written as a personal history, but as a business story. I have tried to avoid trivialities and to confine myself to matters of instructive inte

The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and ef

"Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life." — Advertising le