RosserReevesofTedBatesagency(nowpartofSaatchigroup)developedtheconceptofUniqueSellingProposition(USP). RosserReeves:RosserReevesoLeoBurnett: Hisapproachtodeterminingthemajorsellingideaistermedas“Inherentdrama.”Thisapproachfocusesonfindingouttheproductattributethatmadethemanufacturertoproduceit,andtheproductbenefitthatmo...
13.- Advertising Advertising Advertisingisthedeliberate,well-directedandcost-incurringemploymentofspecialcommunicativemeanswiththeaimofinfluencingcustomers.Instead,ithastobeplannedstrategicallyandintegratedintheoverallmarketingstrategy.Theobjectiveofsalesadvertisingistotriggerpositivereactionstothecompany’sproducts...
1 AdvertisingPlanningProcess BrandPositioning TargetMarket AdvertisingObjectives BudgetDecisions CreativeStrategy MediaStrategy CampaignEvaluation GaneshIyer 2 AdvertisingObjectives CreateawarenessfornewproductsInformconsumers »ofproductfeaturesandbenefits»pricechanges»Importantforbuildingprimarydemand Persuasion »Build...
Use language that resonates with your target audience and highlights your unique selling proposition (USP). Remember what Leo Burnett said about great ad copy…as it is as true today as it was 50 years ago during his heyday: "Advertising should say, 'Here’s what we’ve got. Here's ...
Unique Selling Proposition Answer U.S.P. ◀ Advertisement sent by post to customers. Answer direct mail ◀ SIMILAR PAGES: ❯❯Top 140 Business English vocabulary ❯❯Sales and Marketing vocabularyfor business English ❯❯Money, Finance and Banking vocabularyfor business English ...
You must create a unique selling proposition (USP) that makes it clear why people should buy from you. Your USP must be truly unique to you and not be anything that competitors offer or promote. Create an attention-grabbing headline To stand out among a near-constant stream of advertising...
Every marketer should know Rosser Reeves. He was a highly successful advertising executive and the originator of the Unique Selling Proposition (also known as the Unique Selling Point or USP).
Second,thefocusofadvertisingisdirectedtogroupsofpeopleratherthantoindividualsandforthisreasonitisnon-personalormasscommunication.Third,mostadvertisingispaidforbysponsorsforthemediatimeorspaceitusestocommunicateitsmessages.Fourth,althoughmostadvertisingmessagesareintendedtobepersuasivetoaccomplishthedesiredsellingfunction,some...
Firstly,doesthebusiness/producthaveaUniqueSellingProposition(“USP”)AuniquesellingpropositionisacustomerbenefitthatnootherproductcanclaimSecondly,doesthethingthatisbeingadvertised“addvalue”andifso,how?Forexample,advertisingforwashingpowderswillfocusonthe“addedvalue”createdbywhiteningagentsorthefactthataparticular...
This process includes having a deep understanding of the products or services you offer, your target audience, your competitors, and what your unique selling proposition (USP) is. How to develop an advertising strategy Although every organization has a slightly different advertising strategy with i...