USP Activity

USP

Unit Advertising Production

Objectives

• To identify techniques & types of old media platform ads

• To define & recognise USP • To generate a USP for a product

USP = Unique Selling Point

• Sets the product or service apart from the competitors

• "Buy this product, and you will get this specific benefit.“

• It singles you out from competitors • It will be a point that appeals to the

audience

Cilit Bang

• Grime & Lime • USP is it is a universal kitchen cleaner

Type & Technique?

5

• Technique: Emotional manipulation (fear, humour, compassion, aspiration)

• Technique: Info about the benefits/features of product or service, the USP?

• Technique: Brand Identity - associations with?

• Technique/type: Celebrity endorsement (branding?) or testimonial

• Type: Product allows the perfect lifestyle/story

• Type: Symbolic (personification)

• Type: Demonstration

• Type: Comparative (with other products)

• Type: Problem (product is solution)

Vote

1. Turns the milk chocolatey 2. It’s is branded by a cartoon monkey 3. It’s fun and it is for kids

Type & Technique?

8










Vote

1. Sports stars use it 2. Shaves closer because it has 5 blades 3. It is branded as a modern mans’ product

Type & Technique?

11










Vote

1. Helps you to lose weight by keeping you full till lunch

2. It is for women who are young and good looking

3. It is branded with the colour red

Type & Technique?

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Vote

1. It is for single women 2. It gets rid of dandruff and scalp itchiness 3. It gives you healthy looking hair

Type & Technique?

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Selling Yoghurt

Yoghurt

• In groups • 2 minutes – give me a USP to sell yoghurt

using the images given

• What is your USP for the product? • Who are you selling to? • Why will it sell?

Group 1

Group 2

Group 3

Group 4

Plenary - Why USP?

• It makes the audience think of your product first

• It makes you stand out from your rivals • It can change how we think about

yoghurt!

USP Activity

Education

Transcript of USP Activity