What was Rosser Reeves philosophy?
Reeves believed the purpose of advertising is to sell. He insisted that an advertisement or commercial should show off the value or unique selling proposition, (or USP) of a product, not the cleverness or humor of a copywriter.
What did Rosser Reeves say determined if a product is good?
Reeves defined USPs precisely, as having three ingredients: A customer proposition that confers a specific benefit to the buyer. The proposition must be unique, i.e. competitors cannot or do not offer or mention it. It must be compelling enough to pull customers, i.e. materially drive up penetration.
What did Rosser Reeves champion in the development of advertising?
According to Mr. Reeves, the USP was the key element of an advertising campaign. Once the USP had been found, he contended, “any good copywriter can write a good ad.”
Who is Rosser Reeves and what did he do?
Then questions were crafted later that best fit his answers. Every marketer should know Rosser Reeves. He was a highly successful advertising executive and the originator of the Unique Selling Proposition (also known as the Unique Selling Point or USP).
What was the name of the essay that Reeves submitted?
While other students wrote novel chemical formulae as their submission, Reeves, by virtue of not knowing anything about chemistry having spent the semester drinking, dancing and gambling, blithely submitted an essay titled “Better Living Through Chemistry”. He would later use this title for DuPont Corporation campaign.
What is Rosser’s theory of advertising?
In his 1961 best-seller Reality In Advertising, Rosser defined his industry-changing concept in three parts: 1. Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising.
Who is Roe Reeves?
Rosser Reeves (10 September 1910 – 24 January 1984) was an American advertising executive and pioneer of television advertising; Reeves generated millions for his clients. The Ted Bates agency, where he rose to chairman, exists today as Bates CHI & Partners .