Rosser Reeves

Rosser Reeves (* 1910, † January 24, 1984 ) was an American advertising pioneer who advanced television advertising. In addition, he introduced the term USP (Unique Selling Proposition, USP ) in the marketing theory and practice. He defined the term in 1940 as a unique " promise to sell " in the context of promoting a product or service. This unique feature should be such that it stands out from the benefits of the product to be marketed the products of competitors. This unused benefit relates generally to a concrete property that does not have or do not take claim for themselves other products. The thus intended target group to thereby form preferences for the advertised product and buy it ultimately.

During his work for the advertising agency Ted Bates & Co., New York, he tried again and again, the target groups in the products it advertises to elicit this unique feature and implement turn target groups. It was the dominant idea, the reason why a consumer should buy the advertised product, of working out and represent. In the U.S. presidential election campaign in 1952 Rosser Reeves has implemented the unique selling point in the campaigning. The Republican Party had hired him to apply Dwight D. Eisenhower. What followed was a radical change in election campaigns because he the candidate - successfully - marketed as soap.

In his book " Reality in Advertising" ( Knopf, New York, 1961), he delivered the theory according to the practiced by him unique selling practice. Conclusively, he demanded that should be clearly conveyed in advertising, why the consumer should buy just the advertised product ( and no other ). It is essential that the product also has to keep what the advertising promises. Otherwise the success does not will be permanent.

Swell

• Marketing
• Americans
• Born 1910
• Died in 1984
• Man