USP homework

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USP
USP stands for, Unique Selling Point or Unique Selling Proposition and it is a marketing concept first proposed as a theory to explain successful advertising campaigns of the early 1940's. A feature or characteristic of a product, service etc. that separates it from others of a similar nature and make it more appealing.

Value Proposition
Value proposition is an innovation, service or feature that is intended to make a company or product attractive to its customers. For example: a roller coaster at a theme park will be attractive to its customers. It should describe how your product solves problems, what are the benefits of the product, why should the customers buy this product.

Red bull advertises their product by saying, if they have this product then 'red bull gives you wings'. This slogan is a part of Red Bulls value proposition as it shows attractiveness to their customers but it is also a part of their USP as it shows that  Red Bulls product is better than others, the slogan is a metaphor that could suggest if you have this product then it will lift you up, which also suggests that it lifts up your sugars and may feel like you can fly. This is a part of their USP because it separates them from other companies because this is a one of kind slogan and it will incites you into buying this product.

Types of Propositional messages

The ones that establish a common ground.
The producer needs an audience to trust with their product. Therefore, the producers need to convince the audience through their advertising that they are on the audiences side, a relationship needs to be created so it can be mutually beneficial.

The ones that fulfil a need
Instead of the audiences think they want the product, they are made to believe that is essential that they get it, that they need it.

The ones that offer a solution to a problem
It doesn't matter if the audience has a problem or not. A good example of this is toothpaste. The audience are led to believe that they have a majority of variations of teeth and gum problems and this toothpaste that they offer will resolve this problem.

The ones that offer a clear benefit
The producers aim to put out the message that: buy this product because you will benefit from it. it will make you more beautiful, happier, thinner, less stressed and so on. A vast majority of advertising campaigns surrounding an individuals health have successfully employed their product.
 

Comments

  1. mrsmcdonaldholmes11 March 2020 at 18:34

    Good Sean, now you understand the importance of USP and propositional messages in adverts.

    Show examples of the four propositional messages.

    You are missing the Redbull analysis and questions from page 240. Is this in your book ?

    Mrs McD-H

    ReplyDelete

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