"My Life in Advertising" and "Scientific Advertising" are two classic books written by Claude C. Hopkins, a pioneering advertiser and marketing expert. "My Life in Advertising" is a memoir that chronicles Hopkins' career in the advertising industry, including his successful campaigns for brands such as Quaker Oats and Gold Dust Washing Powder.
In "Scientific Advertising," Hopkins applies his practical experience to the principles of effective advertising, arguing that effective advertising must be based on scientific research and careful analysis.
He emphasizes the importance of understanding customer psychology and targeting specific audiences with tailored messages. Both "My Life in Advertising" and "Scientific Advertising" are essential reads for anyone interested in the history and principles of advertising and marketing.