Reality in Advertising

A week or so I finished reading (on inter-library loan) Reality in advertising by Rosser Reeves. I got a reference to the book from Game Developer Magazine, where a soapbox article by Paul Sinnet went over the difference between a USP as used by game marketers (basically as bullet points), and the real USP, or Unique Selling Proposition, as set down by Rosser Reeves in this book.

The principle of Unique Selling Proposition is that “Each advertisement must say to each reader: ‘Buy this product and you will get this specific benefit.’” There is a lot of detail beyond this, with the contention that a good USP (with a descent product and other advertising techniques) can dominate a market – or a not so good one can actually hurt your image and/or help or competitors.

It’s not all theory either. The book starts off with an explanation of the kind of testing that led to these conclusions. It consisted of lots of polling of two key factors for major package goods, for some 20 years. Penetration is how many people heard the message. Usage pull is how many more of them bought the product than people who didn’t have the message. These factors should give a better indication of the effect of advertising, independent of other market factors.

Posted Saturday, January 18th, 2003 under Review.

Tags: ,

Comments are closed.