Answer:
Unique Selling Proposition (USP)
Explanation:
A unique selling proposition or unique product approval is a distinctive consumer motive, an alternative to image and “entertaining” advertising. USP is a part of the competitive advantage on the basis of which the client chooses a company or product (based on the properties of the product or service).
A unique selling proposition, according to the original theory, consists of three parts (implies the application of all approval points at the same time):
-Each advertising message contains an appeal to the buyer with a promise of specific benefits.
- The offer is formed in such a way that the competitor either cannot give it, or did not manage to put forward earlier.
-Offer must have great power to attract as many consumers as possible.
In marketing, the USP strategy is considered one of the main rational strategies for communicating with potential buyers, a strategy for advertising products.
-USP is determined not only by what is inherent in the product itself;
-USP is determined by what and how it is said about this product in advertising.
In order to skillfully use the UTP strategy in modern conditions, it is important for marketers to understand what kind of statements about a product are perceived as unique, and to be able to predict the features of perception of such advertising.
The task of the marketer, in relation to the USP, is the need:
-assessment of the conformity of the marketing proposal to the consumer's established notions of the integrated quality of the goods.
- anticipate unwanted reactions of potential consumers and try to neutralize them;
- evaluate the uniqueness of the competitors' offer and use a counter-proposal in communication or reveal another uniqueness;
