{"id":1117,"date":"2011-06-08T00:00:26","date_gmt":"2011-06-08T07:00:26","guid":{"rendered":"https:\/\/fishingforcustomers.com\/?p=1117"},"modified":"2011-06-13T23:22:32","modified_gmt":"2011-06-14T06:22:32","slug":"the-book-of-advertising-tests","status":"publish","type":"post","link":"https:\/\/develop-my-site.com\/fishing2\/the-book-of-advertising-tests\/","title":{"rendered":"The Book of Advertising Tests"},"content":{"rendered":"<div id=\"attachment_1116\" style=\"width: 253px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/develop-my-site.com\/fishing2\/wp-content\/uploads\/2011\/05\/Book-of-Advertising-Tests.jpg\"><img fetchpriority=\"high\" fetchpriority=\"high\" decoding=\"async\" aria-describedby=\"caption-attachment-1116\" class=\"size-medium wp-image-1116\" title=\"Book of Advertising Tests\" src=\"https:\/\/develop-my-site.com\/fishing2\/wp-content\/uploads\/2011\/05\/Book-of-Advertising-Tests-243x300.jpg\" alt=\"The Book of Advertising Tests\" width=\"243\" height=\"300\" srcset=\"https:\/\/develop-my-site.com\/fishing2\/wp-content\/uploads\/2011\/05\/Book-of-Advertising-Tests-243x300.jpg 243w, https:\/\/develop-my-site.com\/fishing2\/wp-content\/uploads\/2011\/05\/Book-of-Advertising-Tests.jpg 650w\" sizes=\"(max-width: 243px) 100vw, 243px\" \/><\/a><p id=\"caption-attachment-1116\" class=\"wp-caption-text\">Lord &amp; Thomas &quot;Book of Advertising Tests&quot;<\/p><\/div>\n<p>Former Canadian policeman John E. Kennedy not only created modern advertising (&#8220;salesmanship in print&#8221; and &#8220;reason why advertising&#8221;), he taught it to the copywriters of Chicago&#8217;s Lord &amp; Thomas agency.  At that time, he was the highest paid copywriter in all of advertising &#8211; a record he held until his pupil, Claude Hopkins, started earning more.<\/p>\n<p>The Book of Advertising Tests is a collection of articles Kennedy wrote for the Lord &amp; Thomas &#8220;house organ,&#8221; Judicious Advertising.  Though it was published in 1926, the key points are timeless, and equally valid today.<\/p>\n<p><a href=\"http:\/\/TheInnovationSpecialist.com\/downloads\/TheBookofAdvertisingTests.pdf\">Download a copy<\/a> for your own library.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Modern advertising could be said to have started with the concepts in this book: &#8220;Salesmanship in Print,&#8221; and &#8220;Reason Why Advertising.&#8221;  They are each the brainchild of John E. Kennedy.  <\/p>\n","protected":false},"author":1,"featured_media":1116,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[22,9],"tags":[],"class_list":["post-1117","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising-101","category-free-stuff"],"_links":{"self":[{"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/posts\/1117","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/comments?post=1117"}],"version-history":[{"count":7,"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/posts\/1117\/revisions"}],"predecessor-version":[{"id":1119,"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/posts\/1117\/revisions\/1119"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/media\/1116"}],"wp:attachment":[{"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/media?parent=1117"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/categories?post=1117"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/tags?post=1117"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}