Scientific Advertising

Claude C. Hopkins (1866-1932) ranks among the advertising industry's greatest pioneers. A brilliant copywriter, he was earning more than $150,000 a year from the Chicago advertising agency Lord & Thomas in the decade before World War I. Hopkins used new techniques like risk-free trials and money-back guarantees to promote many of the firms he worked for, including Swift & Company, Quaker Oats, Palmolive Soap, and Pepsodent.