Nizoral A-D shampoo is the only dandruff shampoo made with the number one doctor-prescribed ingredient,an ingredient that its manufacturer holds the patent on.This is the product's unique selling proposition (USP).Which of the following statements about this USP is true?
A)This USP can be easily imitated.
B)This USP does not benefit a large enough target market.
C)This USP creates a sustainable competitive advantage.
D)This USP will cause the copy platform to be more cognitive than affective.
E)This USP allows for the creation of a strong brand personality.

Question

Quizplus · Accepted Answer

The fact that the manufacturer holds the patent on the number one doctor-prescribed ingredient creates a sustainable competitive advantage, as it is not easily imitated by competitors. This gives Nizoral A-D shampoo a unique selling point that sets it apart from other dandruff shampoos. The USP also allows for the creation of a strong brand personality as a result of the patent-protected ingredient, but this is not the primary benefit of the USP. The other options are not true – the USP cannot be easily imitated, it benefits a large enough target market, and its impact on the copy platform varies depending on the advertising strategy.

Nizoral A-D Shampoo Is the Only Dandruff Shampoo Made with the Number