Claude C. Hopkins

A short movie on the book Scientific Advertising - Claude Hopkins can be found on http://www. com/watch?v=6copAh_SDCU&feature=youtu. At the age of 41 he was hired by Albert Lasker owner of Lord & Thomas advertising in 1907 at a salary of $185000 a year Hopkins insisted copywriters research their clients' products and produce "reason-why" copy.

Charles Duhigg credits Hopkins with popularizing tooth brushing as a result of Hopkins' campaigns for Pepsodent. Shoop's patent medicine company. At the age of 41 he was hired by Albert Lasker owner of Lord & Thomas advertising in 1907 at a salary of $185000 a year Hopkins insisted copywriters research their clients' products and produce "reason-why" copy.