Former Canadian policeman John E. Kennedy not only created modern advertising (“salesmanship in print” and “reason why advertising”), he taught it to the copywriters of Chicago’s Lord & Thomas agency. At that time, he was the highest paid copywriter in all of advertising – a record he held until his pupil, Claude Hopkins, started earning more.
The Book of Advertising Tests is a collection of articles Kennedy wrote for the Lord & Thomas “house organ,” Judicious Advertising. Though it was published in 1926, the key points are timeless, and equally valid today.
Download a copy for your own library.