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Unique selling proposition - Coursework Example

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The consumer tends to remember just one thing from an advertisement – one strong claim, or one strong concept.
To capture a larger market share and…
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Unique selling proposition
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UNIQUE SELLING PROPOSITION The single most effective selling tool any direct response promotion has ever employed is called the Unique Selling Proposition. The consumer tends to remember just one thing from an advertisement – one strong claim, or one strong concept.
To capture a larger market share and be viable, sustainable and profitable, you absolutely need to differentiate or distinguish your business, products and/or services from your competitors. In other words, you need to make your business special in the eyes of your customers and/or prospects.
You can do this by creating whats called an Unique Selling Propostion or USP and then effectively convey that USP to your target market via your marketing efforts and business performance.
This is particularly crucial if youre operating in a highly competitive market.
What Is An Unique Selling Propostion?
Your USP is the one thing or idea that sets your business favourably apart from your competitors. Its a statement of Advantages you bring to your customers that differentiate you from your competitors.
Its the focal point around which the success and profitability of your business is built, and so you must be able to state it and fulfill it honourably and effectively. Its always stated in terms of the benefit it delivers to your customers.
Think about this...
"Whats the one thing that makes your business unique and distinct? Why should people buy from you and not from your competitors? Do you promise great value, benefits or service?"
Advantages could include factors like a broad range of product selection, superior customer service, highest quality, best prices, and so on.
It is very much possible to have the USP which is not the big idea of an ad campaign. For any creative concept to be considered to be a truly Big Idea - one that will provide the foundation for an fully integrated marketing communications program - it must fulfill all the criteria of DRUMS. A creative Big Idea must be: Distinctive, Relevant, Unifying, Memorable and Sales Driven. A Big Idea is needed to make the communications work. Using the DRUMS test is a good way to make sure a recommended creative concept is a BIG IDEA.
References:
Clayton Makepeace (2006). Great Moments in Advertising Part 4 USP or OOPS. Available at http://www.makepeacetotalpackage.com/clayton-makepeace/great-moments-in-advertising-part-4-usp-or-oops.html
Larry Lim (2000). Unique Selling Proposition (USP) - Your Competitive Advantage. Available at http://www.marketingsphere.com/marketing-articles/unique-selling-proposition.html
Madigan Pratt. Integrated Marketing: What’s the Big Idea? Available at http://www.atme.org/pubs/archives/77_258_1157.CFM Read More
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