By: Rosser Reeves
A Definition of Advertising:
In Rosser Reeves’ 1961 book “Reality in Advertising,” the definition of advertising was revolutionized to be “the art of getting a unique selling proposition into the heads of the most people at the lowest possible cost.” While the context has changed with the advent of digital platforms, substituting “advertising” with “marketing” reveals a timeless principle applicable in today’s dynamic landscape.
Judging Effective Marketing:
Reeves challenged the conventional approach of judging advertising solely by sales or originality. Despite advancements, the dilemma persists today. Reeves introduced metrics like Penetration and Usage Pull to gauge advertising’s impact, emphasizing the importance of tying marketing efforts to measurable business objectives in a world abundant with A/B testing and precise budget tracking.
The Unique Selling Proposition (USP):
Reeves coined the term USP, defining it in three parts: a proposition to the consumer, unique compared to competitors, and compelling enough to attract masses. He emphasized its critical role in advertising effectiveness. The three ways to create a USP involve inherent product uniqueness, reshaping the product around a USP, or revealing an aspect previously undisclosed. The importance of perceived uniqueness remains a marketing constant.
3 Ways to Create a USP that Works:
Reeves outlined “The Three Big Roads to Rome” for creating a winning USP: inherent product uniqueness, reshaping the product, or revealing undisclosed aspects. While the first two methods require time, the third provides an immediate option when faced with identical products. However, Reeves cautioned that a better product, consistently advertised, will prevail in the long run.
Consistency with USP:
Reeves highlighted the multi-million dollar error of frequently changing campaigns, leading to a drop in penetration and business results. This concept aligns with the modern practice of consistency in messaging. In the age of social media, the success of consistent content creators like Gary Vaynerchuk illustrates the enduring effectiveness of pounding the same message home over time, reinforcing Reeves’ assertion that great campaigns grow stronger with time.
Despite the temporal gap, Rosser Reeves’ principles in “Reality in Advertising” remain relevant. The enduring significance of the USP, the emphasis on measurable impact, and the power of consistency in messaging provide marketers today with timeless insights. Applying these principles can guide marketing efforts to success, proving that a book from 1961 still has valuable lessons for the contemporary marketer.