大批量生产时代带来了商品数量的极大丰富,以及品种的高度同质化,如何使自己的产品从众多极其相似的产品中脱颖而出是所有广告主最头痛的问题之一。广告大师克劳德·霍普金斯在20世纪初提出的“预先占有权”作为一种深涵睿智的销售主张,对于21世纪的中国广告,仍然具有相当的启示性。 One of the biggest headaches for all advertisers is how to make one’s own product stand out from a multitude of similarly similar products by bringing a tremendous amount of product to mass production and a high degree of homogeneity. Advertising master Claude Hopkins in the early 20th century put forward “pre-tenancy,” as a deep and wise sales proposition, for the 21st century advertising in China is still quite enlightening.