Claude C. Hopkins, Date of Birth, Date of Death
TweetClaude C. Hopkins
Advertiser
Date of Birth: 14-Jan-1866
Date of Death: 22-Sep-1932
Profession: advertising person
Nationality: United States
Zodiac Sign: Capricorn 
About Claude C. Hopkins
- Claude C.
- Hopkins (1866–1932) was one of the great advertising pioneers.
- He believed advertising existed only to sell something and should be measured and justified by the results it produced. He worked for various advertisers, including Bissell Carpet Sweeper Company, Swift & Company, and Dr.
- Shoop's patent medicine company.
- According to David Ogilvy, in 1907, at the age of 41, Hopkins was hired by Albert Lasker, owner of Lord & Thomas advertising, at a salary of $185,000 a year.
- Hopkins insisted copywriters research their clients' products and produce "reason-why" copy.
- He believed that a good product and the atmosphere around it was often its own best salesperson, and, as such, he was a great believer in sampling. To track the results of his advertising, and then tested headlines, offers, and propositions against one another.
- He used the analysis of these measurements to improve his ad results, driving responses and the cost effectiveness of his clients' advertising s.
- While working for the Bissell Carpet Sweeper Company, Hopkins sent out five thousand letters recommending carpet sweepers as Christmas presents - one thousand people sent in orders.
- He also convinced Bissell manufacturers to offer more variety of carpet sweepers, such as making them with twelve different types of wood.
- Following these changes, Bissell sold two hundred fifty thousand in three weeks.His book Scientific Advertising was published in 1923, following his retirement from Lord & Thomas, where he finished his career as president and chairman.
- This book was followed, in 1927, by his autobiographical work My Life in Advertising.
- He died in 1932.
- Hopkins has been credited with popularizing tooth brushing, as a result of his campaigns for Pepsodent.Hopkins was much more interested in direct marketing than branding advertising.
- He believed advertising was more about scientific results than image.
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