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A Brief Biography Rosser Reeves (1910 - 1984)
is credited as one of the great influences in advertising. He started
his career during the Great Depression at age 19. After leaving
the University of Virginia to pursue newspaper reporting, Reeves
quickly realized the pay was lower than he wanted, so he turned
to advertising. He moved to New York, worked as a copywriter for
several companies before landing a job at Ted Bates and Company
in 1940. He was the vice-president and copy chief of the agency
for six years, and then became the chairman of the board in 1955.
He wrote his first book in 1961, The Reality of Advertising.
This book laid out the selling technique that he is famous for,
the USP: Unique Selling Proposition (Reeves, 1961). |
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