USP - Advertising Propositional Message Homework
USP (Unique Selling Proposition) - unique selling proposition (sometimes known as a unique selling point) is a marketing concept first proposed as a theory to explain a pattern in successful advertising campaigns of the early 1940s. The USP theory states that such campaigns made unique propositions to customers that convinced them to switch brands
Value Proposition - an innovation, service, or feature intended to make a company or product attractive to customers. A value proposition should describe; how your product or service solves/improves problems, what benefits customers can expect, and why customers should buy from you over your competitors.
Red Bull promises consumers that their product will give consumers “wings”. This suggests that they’re better than competitors (such as ‘Monster’, ‘Rockstar’ and other drinks) and offer something that their competitors don’t which is an interesting USP (unique selling proportion) and value proposition. Consumers may be more likely to purchase Red Bull as they promise something to them in return.
Types of propositional messages:
• Those that establish a common ground. The producer needs an audience to trust their product, therefore, they need to convince the audience they are on their side. A relationship is created that is seen to be mutually beneficial. Messages relate to similarities between audience and producer.
• Those that fulfil a need. Rather than simply wanting a product, the audience is led to believe that they need it. Messages relating to being apart of a group are particularly affective here.
• Those that offer a solution to a problem. That is whether the audience know they have a problem or not. A good example of this is toothpaste. The audience is led to believe that they have all sorts of tooth and gum problems that buying a certain brand or toothpaste will solve.
• Those that offer a clear benefit. The message is simple - buy this product and you will benefit from it. It will make you more beautiful, happier, thinner, less stressed and so on. The huge range of diet products have successfully employed this type of advertising message.
Value Proposition - an innovation, service, or feature intended to make a company or product attractive to customers. A value proposition should describe; how your product or service solves/improves problems, what benefits customers can expect, and why customers should buy from you over your competitors.
Red Bull promises consumers that their product will give consumers “wings”. This suggests that they’re better than competitors (such as ‘Monster’, ‘Rockstar’ and other drinks) and offer something that their competitors don’t which is an interesting USP (unique selling proportion) and value proposition. Consumers may be more likely to purchase Red Bull as they promise something to them in return.
Types of propositional messages:
• Those that establish a common ground. The producer needs an audience to trust their product, therefore, they need to convince the audience they are on their side. A relationship is created that is seen to be mutually beneficial. Messages relate to similarities between audience and producer.
• Those that fulfil a need. Rather than simply wanting a product, the audience is led to believe that they need it. Messages relating to being apart of a group are particularly affective here.
• Those that offer a solution to a problem. That is whether the audience know they have a problem or not. A good example of this is toothpaste. The audience is led to believe that they have all sorts of tooth and gum problems that buying a certain brand or toothpaste will solve.
• Those that offer a clear benefit. The message is simple - buy this product and you will benefit from it. It will make you more beautiful, happier, thinner, less stressed and so on. The huge range of diet products have successfully employed this type of advertising message.
Good work Elliot.
ReplyDeleteAs you can see USP and propositional messages are key to a good advert.
Please change all text to white so it can be read easily and take white background off. If you are unsure how to do this then see me in lesson.
Mrs McD-H
Please make text readable Elliot. See comments above please.
ReplyDeleteMrs McD-H