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Unique selling proposition - Coursework Example

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Summary to coursework on topic "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…
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Unique selling proposition
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Extract of coursework "Unique selling proposition"

Download file "Unique selling proposition" to see previous pages... 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.
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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 ...Download file "Unique selling proposition" to see next pagesRead More
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