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 [...]
In the initial stages of an ad's development either the copy writer or the art director forms a mental image of the ad. The copy writer may use rough sketches to develop the theme and to convey ideas to the artist. The artist will visualize the thought sketch and provide a pictorial representation of it. Visualisation is often confused with [...]
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 [...]