USPs

LO1 - Know how existing advertising campaigns embed advertisements across a range of media products.

A USP is a unique selling point or a unique selling proposition of the product that makes it different from competitors products and makes people more likely to purchase them. USPs can be things such as slogans or celebrity endorsements that encourage people to purchase the product. An example of a USP is Red Bull's 'give you wiings'. A value proposition is a promise to a customer the they will receive a value for their custom. A USP (thought of by Rosser Reeves) must have 3 basic points:

1. the advertisement must make a proposition of the specific benefit it gives.
2. the proposition must be something that competitors do not offer
3. it must be strong enough to attract new and existing customers

Strengths of USP

• by using a USP, people are more likely to buy a product
• helps a company compete against similar companies
• creates a brand identity to set aside from competitors
• other advert campaigns can be based on the USP to create a consistent message
• efficient and powerful way of expressing the whole product 
• create a powerful value or emotion attached to the product

Limitations of USP

• product may not have a specific USP
• celebrity errors may corrupt image and have to be completely changed 
• certain flaws such as a lawsuit must change the whole campaign (red bull - wiings)
• could limit messages even if the USP is too strong