ADVERTISING AS A DREAM FACTORY: CLAUDE C. HOPKINS, FOUNDER OF MODERN ADVERTISING

9. 4. 2023 Claude C. Hopkins is known as the man who laid the foundations of modern advertising. And quite literally - the book with the same title is probably his most important work. He worked as an advertising creator and copywriter in the first half of the 20th century, when television was still in its infancy. The boom in TV spots came in the 1950s and the 1960s, after the death of Hopkins, who lived from 1866 to 1932. So he did not experience the world of television advertising, but his ideas and techniques, based on scientific methods, testing and measurement of effectiveness, gave advertising a completely new direction and generally provided the theoretical basis for successful advertising. He is also regarded as one of the professionals who have made the greatest contribution to the field of copywriting. "ADVERTISING MUST BE DONE SCIENTIFICALLY" Claude C. Hopkins, during his time in advertising, applied advanced methods such as tracking the effectiveness of advertising campaigns and testing. In this article, we'll introduce the key methods and techniques described in his books, and show specific examples of campaigns he created - so what was the strategy behind the most successful campaigns for Schlitz Beer, for example, and others? We will reveal the ways in which he has enriched the rules of successful copywriting. In the conclusion of the article, we will also summarize what important takes we can apply to current advertising and marketing practice and how to use his ideas effectively for successful sales. HE COULD HAVE BEEN A LAWYER, BUT HIS PASSION WAS THE BUSINESS WORLD Claude C. Hopkins was a prominent American advertising creative, marketer and copywriter who was born in 1866 in Hillsdale, Michigan. After studying law, he decided to pursue advertising and entered the world of agencies. He worked his way up to a senior position at Lord & Thomas advertising and his talents helped the company to considerable success. During his career, Hopkins has created successful advertising campaigns for many companies including Bissell Carpet Sweeper, Goodyear Tire and Rubber Company, and Pepsodent Toothpaste. He is considered one of the pioneers in modern advertising, who sought to combine creative elements with scientific methods and data to create effective advertising campaigns. His approach to advertising has become the basis for many of today's marketing techniques and strategies. HOW TO MAKE A GOOD COPY? TEST AND CALL TO ACTION! Hopkins is rightly considered one of the most influential copywriters in history. His writing is the subject of his work My Life in Advertising. Many of the copywriting techniques described here are timeless and effective to this day. One of his key methods was the use of facts and evidence. Hopkins believed that if you provide customers with enough persuasive arguments, relevant facts and statistics, they are more likely to eventually make a buying decision. Let's look at some specific examples of practices that have influenced the way marketing strategies are shaped today:

THE FATHER OF ADVERTISING DAVID OGILVY

30. 3. 2023 There’s probably no one in the advertising world who hasn’t heard of David Ogilvy. How did he make commercial communications history? And what is his contribution to the world of advertising?

THE GREATS OF TELEVISION ADVERTISING OR HOW LEGENDS MADE AND BROKE THE RULES

28. 2. 2023 Many factors influence the world of television advertising. Whether it is the evolution of society, the era, technological possibilities or the specific mentality of consumers in different countries, the human factor is also inevitable. The way in which media promotion is done is also influenced by the creators.