Claude C. Hopkins

Claude C. Hopkins (* 1866, † 1932) was an American copywriter and advertising executive.

From 1907 to 1925 Hopkins worked as a copywriter for Albert Lasker or the advertising agency Lord & Thomas (later Foote, Cone Belding ). He designed the first campaigns for automobiles, automobile tires, dish soap ( Palmolive ), toothpaste ( Pepsodent ) and developed numerous methods of empirical advertising success as working with test markets, ads with order coupon for a free sample, systematic testing of headlines and texts on the return response of ads.

He was the most important principles together in the book Scientific Advertising ( 1923), which made ​​him famous. He also wrote an autobiography, " My Life in Advertising". Both works were reprinted decades later repeatedly and influenced, inter alia, David Ogilvy.

Hopkins' rationale was: conceive your advertising materials (especially your display) as a good seller who speaks with a prospective buyers.