The concept of unique selling preposition (USP) was developed by Rosser Reeves, former chair of the Ted Bates agency, and is described in his influential book Reality in Advertising. Reeves noted three characteristics of unique selling proposition: 1. Each advertising must make a proposition to the consumer not just words, not just product puffery, not just show window advertising. Each [...]
Advertisements are needed not only to introduce new products but also to boost the sales of the ones already in the market. With limited funds at a customer's disposal, his buying capacity is also limited. He cannot buy everything available to him. And the one thing he decides to buy is available in so many brands that he again finds [...]
This article guides you about how to measure the effectiveness of advertising. Following tests (fig. 22.1) are desired to test the effectiveness of advertising. Advertising effectiveness can be tested before the advertisement run (called as pretesting) and after the advertisement run (called as post testing). Most measurement of advertising effectiveness is of an applied nature dealing with specific ads and [...]