The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The cause and effect have been analyzed until they are well understood. The correct method of procedure have been proved and established. We know what is most effective, and we act on basic law.
Advertising, once a gamble, has thus become, under able direction, one of the safest business ventures. Certainly no other enterprise with comparable possibilities need involve so little risk.” by Claude C Hopkins (1866-1932)
We couldn’t have said it any better ourselves.
Claude Hopkins (Uncle Claude) created the coupon, and he did it so that advertisers could track their results. Uncle Claude is to advertising what Albert Einstein is to physics.