Claude Hopkins's 1923 argument that advertising is a science, not an art — based on test-and-measure principles, coupon response rates, and the foundational idea that every ad dollar should be accountable — the most influential advertising book ever written.
Founds direct response advertising — Hopkins's principles (test everything, measure results, offer something free to generate response, tell a story with specifics) created the template for direct marketing that has survived from mail order through digital advertising.
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