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Claude Hopkins Turned Advertising Into A Science, Brands Into Household Names

December 20, 2018 / MARILYN MUCH

"Claude Hopkins knew what worked and he applied that knowledge rigorously and systematically," said Ken Burnett, author, lecturer, and consultant on fundraising, marketing and communications for nonprofit organizations worldwide. "Hopkins believed advertising existed only to sell something and should be measured and justified by the results it produced." A marketing pioneer and one of advertising's greatest copywriters, Hopkins (1866-1932) was a leader in the creation and development of modern day consumer brand advertising and direct response marketing.