Core Insights - The article serves as a sequel to the history of marketing over the past 117 years, focusing on the theories of advertising masters from perspectives of communication, semiotics, and advertising [1] - It emphasizes that understanding these theories requires contextualizing them within the specific economic conditions of the time they were proposed, particularly in the United States [2][4] Group 1: Historical Context and Theoretical Development - The advertising industry has evolved significantly since Claude Hopkins entered it in 1908, with American advertising figures addressing issues like product surplus and changing consumer preferences [2] - The theories proposed by advertising masters are fundamentally methods of communication aimed at enhancing efficiency and reducing costs, ultimately to drive sales [4] - Hopkins advocated for scientific advertising, emphasizing that the primary goal of advertising is to sell products rather than to entertain or please consumers [4][5] Group 2: Key Advertising Theories - The Unique Selling Proposition (USP) introduced by Rosser Reeves focuses on having a clear and unique sales message, which is essential for effective communication and cost-efficient marketing [6][8] - David Ogilvy's concept of image advertising highlights the importance of visual symbols in product packaging to enhance communication efficiency and reduce marketing costs [10] - Jerome McCarthy's 4P theory (Product, Price, Place, Promotion) is presented as a comprehensive framework for marketing, relevant across various industries [11][13] Group 3: Evolution of Marketing Concepts - The positioning theory introduced by Trout and Ries addresses the challenges of product variety and high promotional costs, although it is critiqued for lacking theoretical rigor [15] - Integrated Marketing Communication, proposed by Don Schultz, aims to enhance two-way communication with consumers, although it is also critiqued for its ambiguity [17] - The article concludes that all these advertising methodologies fundamentally aim to lower marketing communication costs and improve the efficiency of information exchange between products and consumers [22]

我从很小就知道我喜欢营销，我相信营销可以把精神力量注入品牌，创造出美好的产品，给人的生活带来更多快乐。 我前 33 年的人生经验里，动力来源一直是在纵轴的成就感——从纽约 MK 的职场精英，到创立刀法成为"营销圈顶流"。我的每一步都在世俗定义的"成功 之路"上狂奔，要往上爬。 大学还没毕业，我就已经手握十几份实习，去过罗兰贝格、第一财经、可口可乐，甚至还去体制内折腾过。大学毕业后，我拿着宝洁和联合利华的 offer，纠结得就像清华北大不知道去哪一个好。 进入联合利华两年不到，我加入了纽约时尚圈的 MK，作为亚太新媒体经理，也是总部唯一的中国人，当时我才 24 岁。 我一直觉得我是个笨拙的人，在没有找到自己的绝对长板之前，我能做的就是在一个领域聚焦、深耕。 相信笨鸟先飞的我，相信比别人更聚焦、更坚持、更早开始努力，并且不停地钻研营销，访谈全天下营销最强的人，用实践营销来解决企业的增长问题， 我就会成为这个领域的第一。（相信你也看到，直到今天我的工作仍然是，钻研营销，访谈天下营销高手，和落地营销策略到企业） 那年我 29 岁，很多人说，你这个小姑娘竟然也敢想这么大。但很荣幸的是，我遇到了更多志同道合的人同行。 创 ...