The concept of unique selling preposition (USP) was developed by Rosser Reeves, former chair of the Ted Bates agency, and is described in his influential book Reality in Advertising. Reeves noted three characteristics of unique selling proposition: 1. Each advertising must make a proposition to the consumer not just words, not just product puffery, not just show window advertising. Each [...]
After reading this article you will learn about the magazine’s role in advertising of products. Magazine Boom: The general interest and news magazines continued loosing circulation and importance. Though some of them sustained growth, most of them manage to retain their position, and some remained fighting for their survival, some successfully, some not so successfully. On the other hand, apart [...]
This article guides you about how to select an advertising agency. Selecting an Agency: A logical approach to select the advertising agency is to establish a selection criterion. According to Robert J. Tucker, following factors are to be considered in screening and selecting agency: a. Agency skills. b. Current clients. c. Agency size. d. Agency location. e. The length of [...]