Test marketing. Coupon sampling. Copy research. All are standard practices in today's world of advertising. All were invented by Claude C. Hopkins. This volume contains his two landmark books. Scientific Advertising—the classic primer still read by today's top copywriters—was originally written in 1923. Four years later, he finished his autobiography, My Life in Advertising. Claude C. Hopkins (1866-1932) worked for various advertisers including Bissell Carpet Sweeper Company, Swift & Company and Dr. Shoop's patent medicine company until, at the age of 41, he was hired by Albert Lasker to write copy for Lord & Thomas advertising agency (forerunner to today's Foote, Cone & Belding). He stayed for 18 years. Scientific Advertising and My Life in Advertising remain essential, vital guideposts for present and future generations of advertising professionals.