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

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),

"ADVERTISING should be judged only by the goods it is conclusively known to sell, at a given cost. Mere opinions on Advertising Copy should be excluded from con

""Most advertising copywriters know their fundamentals. Many of us practice them. Some of us should get back to them. ""Whether one is now studying to go into t