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ADVERTISING & MARKETING UNIQUE SELLING POINTS / PROPOSITION

17 Aug

ADVERTISING & MARKETING UNIQUE SELLING PROPOSITIONS

Why they are so important to the advertising industry.

1. A good USP should be:
Only one sentence. Clearly written so that everyone can understand it.
Composed of benefits that are unique to your company or product.  The Unique Selling Proposition (also Unique Selling Point) is the Marketing”marketing concept
Examples Some good current examples of products with a clear USP are:

1. “Head & Shoulders: “You get rid of dandruff”
2.”Olay: “You get younger-looking skin”
3. “loreal: “Because you are worth it”
4. “Set Wet: “Very very sexy”
5. “Red Bull: “You get stimulation of body and mind”
6.     “Ronseal: “”exactly what it says on the tin
” BURGER KING = HAVE IT YOUR WAY
M&M: “Melts in your mouth, not in your hands.
”  Federal Express created one of the most famous USPs of all times when it said: “When it absolutely, positively has to be there overnight
“You’re in good hands with Allstate”
• Avis – We Try Harder”
• “Federal Express: When it absolutely, positively has to be there overnight  A very famous example comes from the automobile industry: when people hear “Volvo” they instantly identify it with “Safety”.
Some unique propositions that were pioneers when they were introduced:

Pizza”Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.”
“FedEx: “Your package absolutely, positively has to get there overnight”     “M&M’s: “The milk chocolate melts in your mouth, not in your hand”
“Wonder Bread: “It helps build strong bones 12 ways”
The meaning of the term proposition is extended by some analysts to include the meaning content of units within the clause.
Example:   The tall, stately building fell is said to express propositions corresponding to the following:
•     “The building is tall.”
•     “The building is stately.”
•     “The building fell.”
The Domino’s Pizza USP is a good example of a Unique Selling Proposition that does all of these things:
“Fresh hot pizza delivered to your door in thirty minutes or less, guaranteed”
Your USP is the unique thing that you can offer that your competitors can’t. It’s your “Competitive Edge”. It’s the reason that customers buy from you and you alone.
USPs have helped many companies succeed. And they can help you too when you’re marketing yourself (when seeking a promotion, finding a new job or just making sure you get the recognition you deserve.) If you don’t have a USP, you’re condemned to a struggle for survival – that way lies hard work and little reward.

In developing your marketing message, it’s very helpful to develop a Unique Selling Proposition, or USP.  What is a USP? The USP very clearly answers the question, “Why should I do business with you instead of your competitors?”
The USP may be used repetitively in your marketing literature to build the customer’s or client’s identification of your company with your product or service.  There are two major benefits in developing the USP.
First, it clearly differentiates your business in the eyes of your current and potential customers or clients. Second, it focuses your team on delivering the promise of the USP, helping to improve your internal performance.  For example, who do you think of when you hear the phrase, “Fresh, hot pizza delivered in 30 minutes or less, guaranteed”?  Dominos virtually took over the delivered pizza market with that USP. Notice Dominos didn’t even promise the pizza tasted good.

How do you think a Dominos delivery person would behave compared to a delivery person who works for a competitor without this USP? Do you think the team at Dominos made a considerable effort to develop systems to assure the USP was met?

Further interesting facts about advertising.

Myths and Facts about a Career in Advertising

1. Advertising is a service based industry that promotes ideas and products on behalf of their clients. It happens to be one of the major component and part of the marketing wing of a product or a service based company. It helps to establish a relationship between a product and a customer. And advertising promises a very happening and interesting career to a student aspiring to make career in it. Here some interesting facts related to career of Advertising is provided.

2. Advertising is generally looked our by advertising agencies that vary in size and scope. Some big companies have their own advertising departments to look into specialized areas like market research, film and video production.

3. Advertising generally have three basic purposes sales promotion, public relations and education. In sales promotion it persuades people to purchase a specific product or commodity. Public relation tends to create positive image for the company. And by education an advertiser influence social attitude on issues and topics of general concern and tell people about welfare schemes through public interests campaigns started by government or private organizations.

4. Basic eligibility for Advertising is having postgraduate courses so a person should be graduate with at least with minimum of 50 percent numbers. And admission to most of these courses occurs on the basis of entrance examination or an interview. Few colleges also offer BA courses in advertising.

5. Though advertising is a very honest profession yet it is considered by people by large as dishonorable profession due to the tendency or nature of selling something is involved with it. So people think that an advertiser tries to deceive other and sometime it is not considered as an honorable profession.

6.  Another interesting convention related to advertising career that it is filled with money and everyone into it can make six figure salaries. It is not true as many a number of people who entered into the career of advertising started from the very bottom and entered for free with minimum wages and simultaneously grow themselves towards the top of their career.

7.  Another misconception related to career of advertising is that it is indeed very hard to make a start in career of advertising. However, this doesn’t mean that you can not make into the advertising. Rather you would not get that prestigious assignment as on your first project. But if you are interested in making career for yourself than you should keep on making effort towards it.
And in the last do not go for those blossoming and always smiling characters from advertising world you see in a movie. Indeed, it is a field full of glamour and sometimes it becomes really a fun to create an advertising campaign. But anyhow you would have to work very hard to bring an ad campaign to final broadcast and publication.

This article was created by blueorangeasia advertising agency in Mayfiar London UK, Bangkok Thailand, Hong Kong, Vietnam, Singapore. One of the Top Creative Advertising Agencies in Europe and Asia.

Blue Orange UK in London England UK   www.blueorangeuk.com          

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Blue Orange Asia in HCMC Ho Chi Minh City Vietnam  

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Blue Orange Asia in Yangon Myanmar

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Blue Orange Asia in Singapore       

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How to write original contagious digital content for the advertising industry.

17 Aug

1. THINK DIFFERENT

The most important thing in blogging is going uniqueness. You should write on little off beat topics in order to get the attention of many users. It looks as an experiment but it will work for sure.
When you share something unique on your blog then it get more exposure and love from the users as uniqueness is always praised in blogging. We know that in every particular niche there is a great competition and nobody can deny it.
Your content must be same with one another but try to mold your structure in such way that it speak out for you. That is what uniqueness is all about. Share the same central idea but try to present in unique way.

2. Use Images, Infographics and Videos

Another trick which you should apply is adding media files in your content. It flourishes your content by complementing your words and ideas. You must use relevant images in your content and infographics or videos if necessary.
Here I would add one more tip that if you are getting images from external sources then you must put the credit link along with your image in order to support the real owner of the image and save your content from any plagiarism issue.

3- Go with Trends!

Here you need to be little analytical. You must research well before writing any article. First search out that what actually is trending in your particular niche and then share your content. It will automatically build creativity in your article.
So, always try to write on topics which are more trending. It will help you to bring great exposure for your written content and you’ll be reorganized by many new readers.

4- Write in Natural Way – Give Human Touch!

The most important thing which I should share with you. I have seen many writers who write in robotic manner, means that write as if they are planned to writer from “This to That” and that is awful! And, being a reader I really don’t like such kind of writers.
If you want to create creative content for your blogs and want to become a famous writer then you should learn to write in a natural way. You must write in conversational manner as if you are directly talking to your readers; it makes them feel comfortable.
You need to give a human touch and you must learn to make your readers comfortable with your content and that is only possible by writing with human touch. Learn that technique it will help you for sure!

5- Recheck Before Publishing

The last tip which I would like to give you guys for creative content writing is rechecking. Everybody makes mistakes while writing and to overcome this you must recheck your content before making it live for your readers.
It is good to be creative but if your creativity will be full of errors and mistakes then it will confuse your readers rather than impressing them. So, always go for proofreading technique before publishing your article. It will help you out to remove different sort of errors from your content and to flourishes its creativity.

 

*Interesting facts about Advertising in Bangkok, Hong Kong and Singapore.*

1. The most complained about ad in Australia in 2010 was an ad from the advanced Medical Institute about erectile dysfunction. To advertise the effectiveness of the drug, the ad showed a wife using her husband’s erection as a step stool to reach something out of a high cupboard.

2.  Ice cubes in beverage advertisements are typically made of acrylic so they won’t melt under hot photography lights or move around. Bubbles are made by adding detergent, and water is added so light will filter through better.
3.Pharmaceutical companies spend more on advertising than on research
4. A York University study revealed that U.S. pharmaceutical companies spend twice as much on advertising as they do on research.c
5.    The famous Marlboro Man ads began in 1955. The Marlboro Man actually included a variety of masculine figures such as athletes, gunsmiths, and captains, but the rugged cowboy image proved the most marketable. Three men who appeared in the advertisements later died of lung cancer, earning the brand the nickname “Cowboy Killer.
6.   TV commercials during Super Bowl XLV in 2011 are estimated to have cost $3 million for a 30-second spot
7.    More than $500 billion a year is spent on advertising worldwide.
8.    By the time a person in the United States is 65 years old, he would have seen an estimated two million television commercials.
9.    In fashion advertising, women are often pictured lying on bearskin rugs, wearing furs and feathers, or dressed in tight-fitting leather clothing. Some researchers criticize these kinds of ads because they feature women as “prey.”d
9.   Women’s bodies are often “dismembered” in ads and shown only as “body parts.” This type of representation has been criticized for objectifying women and contributing to the underlying culture of violence toward women.d
10.    In 1900, the standard billboard was created in America, creating a billboard boon along streets and highways.
11.    Many researchers argue that advertising is the most powerful art form on Earth.
12.    Over $15 billion a year is spent in advertisements directed toward children in the U.S.
13.    Though the commercial “1984,” which launched the Apple Macintosh computer, ran just one time on American television, during the Super Bowl, it has had a lasting impact on advertising. Directed by Ridley Scott, the commercial was the first example of “event marketing,” or when a promotion deserves as much coverage as the product itself.
14.    One Kirshenbaum & Bond sidewalk ad in New York reads, “From here, it looks like you could use some new underwear.” This type of advertising is termed “guerilla” or stealth advertising to label a breed of “edgy” urban advertisements.
15.    The first advertisement widely believed to be the first to feature a homosexual couple aired in 1994 when an Ikea ad featured two male companions shopping together for furniture.
16.   A Disney ad which showed a woman with the words “lift my shirt to see more” over her breasts was banned in 2009. It was an advertisement for the film Adventureland.
17.    Most watches displayed in advertisements are set to 10:10 because the hands of the watch frame the watch brand name and they make a smiling face.
18.    The American Psychological Association (APA) reports that children under eight years old are not able to critically understand advertisements and that they regard them as truthful, accurate, and unbiased.
19.    Fast food companies (soda, fast food, and cereal) in the U.S. spent about $1.6 billion in advertising in 2006.
20.    In 2006, soda companies spent an estimated $492 million in advertising. In contrast, the Milk Processor Education Program, which sponsors the “Got Milk” ads, spent about $67 million.
21.    The average child in America watches over 40,000 television commercials in a year, or over 100 a day.
22   popular girl Advertisements often target children’s self-esteem
23.    Advertisers consciously try to create a ‘nag factor” by bombarding kids with ads encouraging them to buy certain products in order to become popular. American children ages 12-17 will ask a parent for products they have seen on television an average of nine times until parents finally give in.
25.  In a national survey, more than half of the children who responded reported that buying certain advertised products made them feel better about themselves.
26.  Channel One delivers two minutes of advertising and 10 minutes of news to approximately 7.7 million students. Over 27% of Channel One advertisements are for junk food and 10% are for military recruitment. Channel One also advertises movies, TV shows, and video games with alcohol and tobacco use, violence, and sex.
27.    The very first U.S. paid advertisement was a 1704 ad in the Boston News Letter which advertised an estate in Oyster Bay, Long Island.b
28.    Researchers note a correlation between sexual imagery in children’s ads and an increase in eating disorders among girls.
29.    In 2008, approximately $2.6 billion was spent on political advertising in the U.S., the largest ever during a presidential campaign. Obama’s campaign spent $70 million on ads for the primary and $240 million for the general election. McCain’s campaign spent $10 million for the primary and $126 million for the general election.
30.    In 2006, Microsoft spent over $11.5 billion on advertising. That same year, Coca-Cola spent $2.5 billion, Yahoo spent $1.3 billion, eBay spent $871 million, Google spent $188 million, and Starbucks spent $95 million.
31.    In 2000, U.S. Internet advertising revenue was $8.1 billion. In 2011, that figure jumped to $32 billion. In 2013, the figure is expected to reach $42 billion.
32.    Advertisers often use a technique called “affective condition,” which means they take a product and place it next to other things consumers feel positively about. For example, a detergent ad will juxtapose their brand with babies, sunshine, flowers, or other similar items. Repeatedly showing their brand with these items makes consumers feel good about the detergent too.
34.    Advertisers appeal to several common psychological themes to motivate people to buy their products. Some of the most common psychological appeals are to self-preservation, sex, self-esteem, fear, authority, and imitation.
35.    Studies show that repeated exposure to a stimulus that is barely perceptible creates an “exposure effect,” which increases positive feelings toward the object. For example, even though most people do not click banner ads, the ads still positively influence the way people feel about the product. In fact, the “wear out” effect of banner ads did not appear even after 20 exposures.
36.   Food advertisements often use “food stylists” to style food for advertisements. For example, food stylists for roasted chicken will pull the skin tight on the chicken and sew it up with a needle and thread. Then they will stuff the chicken with wet paper towels, which keeps the chicken plump and creates steam. The chicken is then roasted just enough to make the skin bumpy while the insides remain raw. The bird then is painted a golden brown.
37.    teen actor Children in advertisements are usually older than their target audience
38.    In advertisements for children, child actors are typically older than the target audience. For example, a commercial for 8-year-olds will show 11- or 12-year-old models playing with an 8-year-old toy. Advertisers use older children as role models, as an image of what younger children will want to be like.
39.   Microsoft allegedly paid the Rolling Stones $9 million to use their hit “Start Me Up” in its Windows 95 advertisements. Additionally, unknown songs by new artists can become hits overnight because of their association with a popular advertisement. For example, Cansei de Ser Sexy’s “Music is My Hot, Hot, Sex” became popular when Apple used their song to advertise its iPod.
40.   The first American magazine advertisement appeared in Benjamin Franklin’s General Magazine in 1742.
41.    Life was the first magazine to make $100 million per year in advertising.
42.   In 1938, radio surpassed magazines in generating advertisement profits.
43.   Prerecorded advertisements became possible in 1956 with the invention of videotape recording.
44.    Interpublic, WPP, and Omnicom Group are the top three largest advertising companies in the world.
45.    Many kids are plugged in to some kind of media for more than seven hours a day, which means their exposure to advertising is at record levels.
46.    Because the Mars candy company found the character ET in the movie ET: The Extra-Terrestrial so ugly, they refused to allow M&M’s to act as a lure for the creature. Instead, Reese’s Pieces were used. Sales for Reese’s Pieces went up 65% once the film was released.g
47.  Volkswagen The “Think Small” ad is considered to be the most successful ad of the last century
48.    Doyle Dane Bernbach’s “Think Small” ad for Volkswagen at the end of the 1950s is considered particularly brilliant because it took a German car initially created for Hitler and successfully sold it to post-war Americans.
49.    A new kind of advertising called “viral advertising” uses blogs and emails to promote a product. For example, Dove’s “Evolution of Beauty” campaign was an overnight viral sensation when more than a million people watched a time-elapsed video of a model being made beautiful on YouTube.
50.   “Ambient ads,” which legally and illegally advertise on unexpected places, such as store floors, washroom stalls, or sidewalks, have been so successful that marketing firms have actively sought out new and shocking places to display their products. Researchers note that this use of “edgy” space intensifies a sense of distrust and alienation because it makes people suspicious that any human interaction may be a commercially staged event designed to get us to buy something.
51.    A new study finds that the best strategy for advertisers trying to persuade a skeptical audience is to leave out facts and focus more on emotional ads. On the flip side, it found that those who are less skeptical are more persuaded by more information-based ads.
52.    The 1970 Crying Indian advertisements helped usher in not only Earth Day but also the Environment Protection Agency (EPA). It also motived 100,000 people in the first four months of the ad to request a booklet on how to reduce pollution, helped reduce litter by as much as 88% by 1983, and is described as one of the 50 greatest commercials of all time.
53.    Before the printing press, advertisements were often vocal announcements. The invention of the printing press in 1440 ushered in the advent of modern advertising.
54.    The largest group of advertisers is food marketers.
55.  Controversy arose when ABC and Fox censored a sexy Lane Bryant ad for plus-size lingerie but allowed a Victoria Secret ad to air unedited. Lane Bryant claimed that there is a bias against plus-size women in lingerie.
56.   Victoria Secret model Victoria Secret has been criticized for promoting impossibly thin models
57.   Most Victoria Secret models in advertisements are a size 2, with a 34”-36” bust, 23” waist, and 34”-35” hips.
58.   Advertisers are expected to spend $4 billion on Facebook in 2011, of which $2.19 billion will come from U.S advertisingi
59.    Researchers report that women’s magazines have 10.5 times more ads and articles promoting weight loss than men’s magazines do, and over 75% of women’s magazine covers include at least one article title about how to change a woman’s body by diet, exercise, or cosmetic surgery.
60.   Ronald McDonald was first introduced in 1963. In 2010, the advocacy group Corporate Accountability International argued that the clown has hooked kids on unhealthy food for nearly 50 years, creating an epidemic of diet-related diseases.
61.   Using sex to sell a product is not new. Advertisers have used sex to sell products since the early days of modern advertising. For example, pictures of naked women were placed in tobacco ads in the 1800s.

Top Ten Slogans of the Century
De Beers     Diamonds Are Forever
Nike     Just Do it
Coca-Cola     The Pause That Refreshes
Miller Lite     Tastes Great…Less Filling
Avis     We Try Harder
Maxwell House     Good to the Last Drop
Wheaties     Breakfast of Champions
Clairol     Does She or Doesn’t She?
Morton Salt     When It Rains, It Pours
Wendy’s     Where’s the Beef?

Common Advertising Techniques
1.  Music     Music and other sound effects add to the ad’s atmosphere, helps define the ad’s target audience, and acts as a transitioning element. Jingles are designed to stick in the audience’s head.

2.   Emotion     Advertisers appeal to emotions that most humans experience, such as love, hate, and desire. Emotion is often the motivating factor for buying a product.
3.   Star Power     A famous person is used to promote the product—for example, Michael Jordon recommending particular brand of underwear or athletic shoes.
4.  Bandwagon     Appeals to the desire of most people to feel like they belong or that they are part of the winning side.
5.    Weasel Words     Advertisers are legally required to tell the truth, but they often use misleading words such as “Part of . . .,” “The taste of real . . ,” “Because we care . . . “
6.  Transference     Ideas and text with positive connotations are associated with the product.

ideas@blueorangeasia.com  |  www.blueorangesia.com
Blue Orange Asia | Strategic Advertising Marketing Communications Agency. Thailand | Hong Kong | Singapore