Definition Unique Selling Proposition. Description.
Unique Selling Proposition is a marketing concept stating
that an advertisement should offer the consumer a logical reason to buy a
product; why he should buy from your firm and not from the competition. The
unique benefits that your products or services offer to consumers.
There are three principles underlying the USP concept:
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Each advertisement or commercial must offer a special benefit
to the consumer.
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The benefit must be unique to the advertised brand.
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The benefit must be strong enough to pull consumers to the
brand.
A well-chosen USP builds on the
Competitive Advantage
of a company. Firms must identify what makes their products different from
those of their competitors and emphasize these advantages in their marketing.
The USP concept was pioneered in the book "Reality in Advertising" by Rosser
Reeves (1961).
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Compare also: Positioning
| Value Proposition
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