These are copywriters who had a major influence on the modern advertising industry, particularly during its formative years. * Earnest Elmo Calkins (1868–1964), a pioneer of the soft sell * Robert Collier (1885-1950), a pioneer of direct mail and self-help * Stan Freberg (1926–2015), a pioneer of satire in advertisements * Claude C. Hopkins (1866–1932), a pioneer of direct marketing * (1927-1995), developed the concept of * Albert Lasker (1880 - 1952), a pioneer of radio advertising and political campaigns * John Emory Powers (1837–1919), the world's first full-time copywriter * Rosser Reeves (1910-1984), developed the idea of the unique selling proposition * John Salmon (1931-2017), a British advertising executive.