One of the legendary pioneers of television advertising, Rosser Reeves, believed that firms should develop a USP for each brand and stick to it. What does USP stand for?
A) universal strategic practice
B) universal sales product
C) unique sales pitch
D) unique services practice
E) unique selling proposition

Question

Quizplus · Accepted Answer

USP stands for unique selling proposition, which is a unique feature or benefit that sets a brand apart from its competitors and is used in advertising to convince consumers to buy that brand. Rosser Reeves believed that firms should focus on creating and promoting their USP consistently to build brand loyalty and increase sales.

One of the Legendary Pioneers of Television Advertising, Rosser Reeves