This book is not written as a personal history, but as a business story. I have tried to avoid trivialities and to confine myself to matters of instructive inte

Test marketing. Coupon sampling. Copy research. All are standard practices in today's world of advertising. All were invented by Claude C. Hopkins (1866-1932),

One of the advertising world's all-time greats--the first woman president of an advertising agency and the first woman CEO of a company on the New York Stock Ex

Rarely has a book about advertising created such a commotion as this brilliant account of the principles of successful advertising. Published in 1961, Reality i