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Advertising Principles

A book written by Claude Hopkins in 1923 is cited by many advertising and marketing personalities the original description of the process of split testing and of coupon based customer tracking and loyalty schemes. In the book, Hopkins outlines an advertising approach based on testing and measuring. In this way losses from unsuccessful ads are kept to a safe level while gains from profitable ads are multiplied. Or, as Hopkins wrote, the advertiser is “playing on the safe side of a hundred to one shot”. “The book also contains information on how to write advertising that sells: Salesmanship in print.”