Asia Pacific University Library catalogue


Scientific advertising / (Record no. 383926)

000 -LEADER
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
Holdings
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
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