A product’s ‘Unique Selling Proposition’ (USP) represents:
AThe ratio of marketing spend to sales revenue generated
BThe primary supplier contract term
CThe unique benefit or feature that distinctly sets a product apart from all competitors
DThe average selling price across retail channels
Explanation
* A USP is a distinct feature or compelling benefit highlighted in advertising that differentiates a brand from rivals.
* Price ratios, budget proportions, and supply contracts do not constitute consumer positioning claims.
* Rosser Reeves originally coined the term USP in the 1940s to emphasize clear advertising promises.
Exam Relevance
- Topic: STP Framework
- Subtopic: Positioning
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