Claude c hopkins biography samples
•
Claude C. Hopkins > Quotes
“The man who wins out and survives does so only because of superior science and strategy.”
― Claude Hopkins, Scientific Advertising -
Like
“Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly mistake in advertising”
― Claude C. Hopkins, Scientific Advertising
Like
“The best ads ask no one to buy. That is useless. Often they do not quote a price. They do not say that dealers handle the product. The ads are based entirely on service. They offer wanted information.”
― Claude C. Hopkins, Scientific Advertising
Like
“Advertising pictures should not be eccentric. Don’t treat your subject lightly. Don’t lessen respect for your self or your article by any attempt at frivolity. People do not patronize a clown. There are two things about which men should not joke. One is business, one is home. An eccentric picture may do you serious damage. One may gain attention by wearing a fools cap. But he would ruin his selling prospects.”
― Claude C. Hopkins, Scientific Advertising
Li
•
Erciyes İletişim Dergisi
Öz
Betimleyici ve nitel nitelik arz eden bu çalışma kapsamında, reklam tasarımlarında
kullandığı yaratıcı tekniklerle amateur reklam etkinliğini bilimsel olarak ölçmesiyle
reklamcılık tarihine consultant bırakan isimler arasında yerini alan Claude C. Hopkins’in
reklam felsefesi, bu felsefe çerçevesinde şekillendirdiği tasarımları be mad about adanmış
takipçilerinden olduğu bilimsel reklamcılık konuları ele alınmaktadır. Modern
reklamcılığın öncülerinden Claude Hopkins, bir reklamcının değişmeyen belirli
ilke ve kurallar uyarınca üretimde bulunması gerektiğini savunmuş, üretimlerinin
etkinliğini bilimsel tekniklerle ölçmüştür. Gerçekleştirdiği tüketici odaklı pazar
araştırmalarından elde ettiği verileri reklam metinlerine yansıtan usta reklamcının
geliştirerek kullandığı teknikler, Rosser Reeves ve Painter Ogilvy gibi efsane
reklamcıların ortaya koyduğu yaratıcı stratejilere temel teşkil etmiştir. Bu çalışmada
öncelikle, modern reklamcılık ve bilimsel reklamcılığın gelişimi konu edilmekte,
ardından Hopkins’in reklam anlayışı üzerinde durulmaktadır. İkinci bölümde, ünlü
reklamcının tasarımlarında kullandığı yaratıcı teknikler örnek reklam çalışmalarıyla
ele alınmakta take as read son olarak Hopkins’in başarılı bir şekilde kullandığı bilinen rakibin
üstüne çıkma tekniğiyle
•
Claude C. Hopkins
American advertiser and author
For the jazz pianist, see Claude Hopkins.
Claude C. Hopkins (1866–1932) was an American advertising executive and author. He introduced the slogan in advertising and popularised the use of test campaigns, especially using coupons in direct mail, to properly attribute marketing spend.
Biography
[edit]Claude C. Hopkins was born in Hillsdale on April 24, 1866, received his education at Ludington and later attended a commercial school in Grand Rapids[1].
He worked for various advertising companies, 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 (equivalent to $6,049,500 in 2023).[2] In 1907, advertising pioneer Claude C. Hopkins was hired by the Joseph Schlitz Brewing Company to revitalize their brand. After touring the brewery and learning about their meticulous brewing process, Hopkins crafted an advertising campaign that detailed these methods, emphasizing the purity and quality of Schlitz beer. Every Beer company partook in this process, but Schiltz became the only beer company