Scientific advertising / (Record no. 383926)
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000 -LEADER | |
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fixed length control field | 02601cam a22002777i 4500 |
001 - CONTROL NUMBER | |
control field | 21115337 |
003 - CONTROL NUMBER IDENTIFIER | |
control field | APU |
005 - DATE AND TIME OF LATEST TRANSACTION | |
control field | 20230829164944.0 |
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
fixed length control field | 190802r20191923nyu 000 0 eng |
010 ## - LIBRARY OF CONGRESS CONTROL NUMBER | |
LC control number | 2019009797 |
020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
International Standard Book Number | 9780486836058 (paperback) |
020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
International Standard Book Number | 0486836053 (paperback) |
040 ## - CATALOGING SOURCE | |
Original cataloging agency | DLC |
Language of cataloging | eng |
Transcribing agency | DLC |
Description conventions | rda |
Modifying agency | TY |
042 ## - AUTHENTICATION CODE | |
Authentication code | pcc |
050 00 - LIBRARY OF CONGRESS CALL NUMBER | |
Classification number | HF5821 |
Item number | .H64 2019 |
082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
Classification number | 659.1 |
Edition number | 23 |
100 1# - MAIN ENTRY--PERSONAL NAME | |
Personal name | Hopkins, Claude C., |
Dates associated with a name | 1866-1932, |
Relator term | author. |
9 (RLIN) | 48510 |
245 10 - TITLE STATEMENT | |
Title | Scientific advertising / |
Statement of responsibility, etc | Claude C. Hopkins ; foreword by John Grafton. |
300 ## - PHYSICAL DESCRIPTION | |
Extent | vi, 106 pages ; |
Dimensions | 22 cm. |
500 ## - GENERAL NOTE | |
General note | "This Dover edition, first published in 2019, is an unabridged republication of the work originally printed by Lord & Thomas, Chicago, in 1923". |
520 ## - SUMMARY, ETC. | |
Summary, etc | "The book begins with a simple declarative statement: "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 causes and effects have been analyzed until they are well understood". In twenty-one concise chapters, Claude C. Hopkins then covers the essence of what he knew about good advertising. Beyond the points to be made about telling a story, using headlines and art, about being specific and providing real information, about using samples and testing campaigns, and much more, there comes through an attitude, a point of view about the best advertising that demonstrates why Hopkins was so good at it: For example, "To attack a rival is never good advertising. Don't point out others faults. It is not permitted in the best mediums. It is never good policy. The selfish purpose is apparent. It looks unfair, not sporty. If you abhor knockers, always appear a good fellow.... Show a bright side, the happy and attractive side, and not the dark and uninviting side of things. Show beauty, not homeliness; health, not sickness. Don't show the wrinkles you propose to remove, but the face as it will appear. Your customers know all about the wrinkles". There is a lot in this little book that would be useful to anyone entering any area of the business world, now a century after it was written. Beyond being an account of Hopkins's thoughts about good advertising, it is a window into the business world of a century ago and the early decades of the big American business of advertising"-- |
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
Topical term or geographic name as entry element | Advertising. |
906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) | |
a | 7 |
b | cbc |
c | orignew |
d | 1 |
e | ecip |
f | 20 |
g | y-gencatlg |
942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
Source of classification or shelving scheme | |
Koha item type | Book |
Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Collection code | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Invoice number | Cost, normal purchase price | Full call number | Barcode | Date last seen | Copy number | Cost, replacement price | Price effective from | Koha item type | PO number |
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Not Withdrawn | Available | Not Damaged | Available for loan | Book | APU Library | APU Library | Open Shelf | 29/08/2023 | KINOKUNIYA | DS-204182 | 35.20 | HF5821 .H64 2019 c.1 | 00019056 | 29/08/2023 | 1 | 35.20 | 29/08/2023 | General Circulation | U-2023/02/1162 |