what is the meaning of the word USP?

Answer 1

The Unique Selling Proposition is a marketing concept that was first proposed as a theory to explain a pattern among successful advertising campaigns of the early 1940s. It states that such campaigns made unique propositions to the customer and that this convinced them to switch brand.


Today, a number of businesses and corporations currently use USPs as a basis for their marketing campaigns.

[edit] Origin

In the early 1940s, Ted Bates & Company carried out extensive market research on successful advertising campaigns. In particular they identified two desirable attributes: the penetration and the usage pull. - - The pattern they found among campaigns that produced a high usage pull was the basis for the theory of the USP. It may also be known as the unique selling point.

[edit] Definition

In his book Reality in Advertising, Rosser Reeves (Chairman of the Board at Ted Bates & Company) gives the precise definition as it was understood at his company:

1. Each advertisement must make a proposition to the customer: "buy this product, and you will get this specific benefit."
2. The proposition itself must be unique - something that competitors do not, or will not, offer.
3. The proposition must be strong enough to pull new customers to the product.

Reeves also wrote that a USP does not necessarily have to be a verbal message. It can be communicated both verbally and visually. For example, a classic Clairol advertisement showing a picture of a model and just the headline, "Does she or doesn't she?" implied the USP, "If you use Clairol products, people won't even notice that you dyed your hair."

However, Reeves warns against forming a USP based on what he calls "The Deceptive Differential" - a uniqueness that is too small or too technical that customers cannot observe the differences in actual practice.

Answer 2

Its Unique selling point... This term was mainly used in business terminology but is now used as a common word. Now you don't ask someone their strenghts, but the most unique of them, the USP

Answer 3

University of the South Pacific

Answer 4

When you ask this from different countries, most of the answers would be UNITED STATES PHARMACOPOEIA. It is an international acronym used by people around the world.

Answer 5

it depends on which subject... as you can see, so many people gave so many different answers... however, the most popular that i know of is Unique Selling proposition, which, in lay man's terms, means that a company should find their edge over competitors to stand out.

Answer 6

Uninterrupted supply of power

Answer 7

united states pharmacopoeia

Answer 8

universal serial port or something to that effect