Research: Characteristics of advertising USP (Unique selling point)

Task 3- Characteristics of advertising

USP Unique selling point

This is when a company will have a new feature, product or service which no other company has got. In advertisements business will show of the unique selling point to customers, usually this will be quite strong in order to help the business gain new customers and keep its old customers. Unique selling point will usually refer to the company and the way the company is, bearing in mind that a unique selling point will be different according to what a business is trying to sell. Before a unique selling point is found businesses will need to carry out a lot of constructive market research in order to make sure that the unique selling point they have got will work and whether it will allow the business to benefit from it to start increasing its revenue and profit. Companies will use the slogan has a unique selling point, Tesco use ‘every little helps’ and ASDA use ‘saving money every day’ now from them to alone we know that they both have similar concept because they’re both supermarkets, but Tesco is referring to how every penny will they save will help the customers and on the other hand ASDA are referring to save the customer money every day on products they buy. Now both of these companies are well known around the UK, however even though Tesco is United Kingdom’s biggest supermarket ASDA is still cheaper. Other companies will change their unique selling point according to their product such as Apple and Samsung, both are competitors, so making sure their unique selling point will attract customers will determine which company will make most sales. This is the reason why the slogan will change for every product Apple and Samsung create so they can inform customer through their advert about what is different.

The unique selling point for M&M is ‘The milk chocolate melts in your mouth, not in your hand.’ Now by looking at that we know exactly what the business is trying to portray and to be honest I don’t think any other company will be able to stick with that slogan, M&M unique selling point allowed to this to increase its sales.

Domino's Pizza

You get fresh, hot pizza delivered to your door in 30 minutes or less or it's free, this was a unique selling point which boosted their sales where ever they were, satisfying customers. The unique selling point was quite simple and straight forwards nothing to go wrong with. This slogan doesn’t exist anymore due to the company cars being involved in a lot of accidents so that they meet their 30minute limit, however the main point is that they have a selling point which no other competitor had something unique which allowed the business to benefit from the increasing sales and customers whiles it lasted.