Principles of an advertising campaign by Rosser Reeves 

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Principles of an advertising campaign by Rosser Reeves 

Tuesday, 04 August 2015

Rosser Reeves is one of the most famous advertisers of the 20th century, whose ideas and concepts are still relevant today. Rosser Reeves began his professional path at 19, during the Great Depression. Subsequently, he already managed the American agency Ted Bates & Co, where he worked with advertising campaigns for various brands.

In his opinion, advertising should use simple ways of argumentation: someone bought a product and received a specific benefit. Rosser Reeves became the author of the “Unique Selling Proposition” concept. According to his concept, advertising should not distract the buyer from the product. He emphasized: “As a rule, one thing is remembered from the consumer’s advertising – one thing – a strong statement or idea.”

We offer several statements by Rosser Reeves that will help you better understand the strategy of creating advertising campaigns:

The success of the advertising campaign is not always determined by sales. There are also “unsuccessful” products. It has an irrational price, or a competitor presents more exciting offers.

About frequent changes in advertising. Making any changes to the advertising campaign adversely affects its assimilation. Permanence is one of the oldest principles of advertising. “Advertising is tired of viewers”, “This advertisement has survived itself” – wrong judgments.

User attention. Advertising should not be distracted. The consumer easily memorizes something from the advertising message – a strong opinion or argument that is virtually impossible to deny.

The screaming of advertising. Advertising is interesting and adjusts for dialogue. Anemic combinations and calls to buy something better. Because, in fact, they repel potential customers.

Visual images. Graphic elements convey information faster. They create a particular image, the mood of advertising.

Successful advertising for M & MS chocolate chocolates confirmed Rosser Reeves’s words. In 1954, he created the slogan “Melts in your mouth, not in your Hands,” which in translation sounds like “melts in the mouth, not in his hands.” This slogan has not changed throughout the history of M & Ms.