PHYSICS 102 Lecture Notes - Lecture 1: Integrated Marketing Communications, Rosser Reeves, Claude Hopkins
Document Summary
Four big ideas in the last 100 years of advertising: scientific advertising, unique selling proposition (usp, brand image. Each marks the best response of advertisers to the then prevailing market conditions. First three ideas are alike: they decompose advertising into specialized media (print, television, billboards, promotions, direct mail) and manage them individually. Belief that the purpose of advertising would be to sell and that consumers would buy if a n ad copy articulates the reason why they should buy the advertised product. Implicit notions of measurement and accountability that makes this approach scientific . Requires the company to make a proposition to its customers. Advertisement should focus on a single message to be presented repeatedly (because the consumer tends to remember just one thing from advertising one strong claim or one strong concept ) Repetitive advertising (intensive use of media weight and frequency to pound the concept into the heads of consumers )
