THE DEAR DEPARTED

REMEMBERING THAT ADVERTISING IS ONLY ONE OF THE FACTORS WHICH AFFECTS SALES, IT IS A WORTHWHILE EXERCISE TO STUDY WHERE PRODUCTS HAVE FAILED IN RECENT YEARS.

A NON-CARBONATED APPLE JUICE, A LINE OF DEHYDERATED VEGETABLES, A HEALTH DRINK, THE LINE EXTENSION OF A VERY FAMOUS TOILET SOAP. THEY HAVE COME AND GONE. COULD IT BE BECAUSE THEY WERE WRONGLY POSITIONED?

YOUR PROMISE, OR PLATFORM, OR PROPOSITION

WHATEVER EACH AGENCY MAY CALL IT, YOU'VE GOT TO HAVE ONE. AN ADVERTISEMENT WHICH DOES NOT OFFER A SPECIFIC BENEFIT IS AN ADVERTISEMENT WHICH SHOULD NOT HAVE BEEN ALLOWED OUT OF THE AGENCY.

HOW DO YOU ARRIVE AT THE RIGHT PROMISE FOR YOUR PRODUCT?

AN IDEAL WAY WOULD BE TO USE USP TECHNIQUE DEVELOPED BY ROSSER REEVES.

USP STANDS FOR UNIQUE SELLING PROPOSITION, WHICH IS PROBABLY ONE OF THE MOST ILL-TREATED TERMS IN ADVERTISING. THIS IS BECAUSE MOST PEOPLE REALLY DO NOT KNOW WHAT A " USP " IS.

IF YOU WANT TO KNOW WHAT " USP " DO WRITE BACK AND I SHALL UPLOAD REMAINING PART OF MY BLOG.....I DO NOT THINK ANYBODY FROM CURRENT GENERATION WILL BOTNER...