My Life in Advertising & Scientific Advertising
Two WorksBook - 1997
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), who worked for various advertisers including Bissell Carpet Sweeper Company, Swift & Company and Dr. Shoop's patent medicine company until, at the age of 41, he was hired by Albert Lasker to write copy for Lord & Thomas advertising agency (forerunner to today's Foote, Cone & Belding). He stayed for 18 years. Scientific Advertising and My Life in Advertising remain essential, vital guideposts for present and future generations of advertising professionals.
Publisher: New York : McGraw Hill, 
Call Number: 659.09 H774m 1997
Characteristics: xiii, 318 p. ; 23 cm
Alternative Title: Scientific advertising