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David Ogilvy was a staunch promoter of the Hopkins methods and his words
say it best: |
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"Nobody, at any level, should be allowed to have anything to do with advertising
until he has read this book (Scientific Advertising) seven times.
It changed the course of my life. |
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"Every time I see a bad advertisement, I say to myself, 'The man who wrote
this copy has never read Claude Hopkins'." |
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"If you read this book of his, you will never write another bad advertisement
-- and never approve one either. |
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"He was more than a copywriter in today's narrow sense of the word. He
was a total advertising man. He invented ways to force distribution for
new products. He invented test marketing. He invented sampling. He invented
copy research. He invented brand images. He invented pre-emptying the truth.
And he wrote copy which sold merchandise." |
