What is meant by Unique Selling Proposition

by Arun 2012-09-12 12:07:55

- Unique Selling Proposition [USP] alias Unique Selling Point is a marketing concept that was first proposed as a theory to understand a pattern among successful advertising campaigns of the early 1940s.

- USP states that such campaigns made unique propositions to the customer and that this convinced them to switch brands.

- The term 'USP' was invented by Rosser Reeves of Ted Bates & Company.

- Today the term is used in other fields or just casually to refer to any aspect of an object that differentiates it from similar objects.


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