克劳德·C·霍普金斯简介

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克劳德·C·霍普金斯(Claude C. Hopkins,1866-1932 年)是伟大的广告先驱之一。他相信广告的存在只是为了卖东西,应该用它产生的结果来衡量和证明。

他曾为多家广告商工作,包括 Bissell Carpet Sweeper Company、Swift & Company 和 Dr. Shoop 的专利药品公司。1907 年,41 岁的他被Lord & Thomas广告公司老板Albert Lasker聘用,年薪为 185,000 美元,Hopkins 坚持要求文案撰稿人研究客户的产品并制作“原因”文案。他相信一个好的产品和它周围的氛围往往是它自己最好的销售人员,因此他非常相信抽样。

为了跟踪他的广告效果,他使用了密钥编码的优惠券,然后相互比较了标题、优惠和建议。他使用对这些测量的分析来不断改进他的广告效果,推动响应和客户广告支出的成本效益。

霍普金斯是现代营销之父之一。在 Bissel Carpet Sweeper Company 工作期间,Hopkins 寄出五千封信,提供地毯清扫机作为圣诞礼物——一千人下订单。他还说服 Bissel 制造商提供更多种类的地毯清扫器,例如用十二种不同类型的木材制造它们。在这些变化之后,比塞尔在三周内卖出了二十五万。[1]

他的著作《科学广告》于 1923 年出版,当时他从 Lord & Thomas 退休,在那里他结束了他作为总裁兼董事长的职业生涯。1927 年,他的自传体作品《我的广告生涯》紧随其后。他于 1932 年去世。查尔斯·杜希格 (Charles Duhigg)将刷牙归功于霍普金斯大学,这是霍普金斯大学为Pepsodent发起的运动的结果。

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. At the age of 41, he was hired by Albert Lasker owner of Lord & Thomas advertising in 1907 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, he used key-coded coupons and then tested headlines, offers and propositions against one another. He used the analysis of these measurements to continually improve his ad results, driving responses and the cost effectiveness of his clients’ advertising spend.

Hopkins is one of the father’s of modern day marketing. While working for the Bissel Carpet Sweeper Company, at Hopkins’ sent out five thousand letters offering carpet sweepers as Christmas presents – one thousand people sent in orders. He also convinced Bissel manufacturers to offer more variety of carpet sweepers, such as making them with twelve different types of wood. Immediately after these changes, Bissel sold two hundred fifty thousand in three weeks.[1]

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. Charles Duhigg credits Hopkins with popularizing tooth brushing, as a result of Hopkins’ campaigns for Pepsodent.

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