Defining Advertising Objective: Define the product promise or claim

Step IV: Define the product promise or claim.

1. It must be meaningful and of value to consumer

2. It must be a distinctive – unique claim.

3. It must concentrate on this unique claim or the Unique Selling Proposition (USP).

Advertising is the art of getting a Unique Selling Proposition into the heads of the most people at the lowest cost”

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