The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and ef

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),

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

A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business." Told with brutal ca