The theoretical connotation of USP mainly includes three parts; Basic point: every advertisement must tell consumers a proposition, and consumers must understand what specific benefits they can get from buying the products in the advertisement. The proposition emphasized must be something that competitors can't do or provide. We must tell its uniqueness, which is unique in brand and rhetoric, and emphasize the uniqueness of people without themselves.

The emphasized proposition must be strong, focused on one point, focusing on impressing, moving and attracting consumers to buy the corresponding products.

In the 1940s, Roth Reeves inherited Hopkins' scientific advertising theory, scientifically summarized advertisement operation's law according to Darby's advertising practice, and put forward USP (Unique Selling Proposition) theory for the first time, which was systematically expounded in the book Reality in Advertising published by 196 1. Due to the limitation of historical conditions at that time, the early USP theory inevitably had its own defects, mainly in the following aspects:

Pay attention to the product itself, take the product and disseminator as the center, and seldom consider the communication object.

In 1970s, USP theory started from meeting basic needs, pursued the actual benefits of purchase, and gradually moved towards the psychological and spiritual satisfaction of consumers.

After 1990s, the strategic thinking of USP theory rose to the height of brand, emphasizing that USP's creativity comes from the excavation of brand essence. USP theory is still not out of date in today's era. After continuous enrichment, development and improvement, it is more targeted and more suitable for the requirements of the new environment. In the process of combining USP theory with brand, it can not only help enterprises sell products, but also shoulder the new mission of establishing and expanding brand assets.

fundamental principle

In order to realize USP in advertising communication, rosser reeves put forward three basic principles:

1. Make the image close to the sound, and let the consumers see what they hear with their eyes.

2. Let the announcer's voice be the background sound.

3. Find the specific image description of USP.

USP strategy should be based on commodity analysis and on the premise that there are obvious differences in the functions of advertising commodities. Mainly applicable to: when product difference is an important basis to distinguish the market; When consumers are very concerned about product characteristics; When the characteristics or advantages of some products are in the center (referring to the characteristics that most consumers of a product are most concerned about).

However, in the era of extremely prosperous commodity market, a large number of products were copied, making the uniqueness of products disappear. It is increasingly difficult to tell consumers what is the difference between buying your product and buying someone else's product, that is, to put forward a unique sales proposition. Therefore, USP strategy does not apply to all commodities.