Making Slogans and Unique Selling Propositions (USP) Beneficial to Advertisers and the Consumers

Abstract

Advertising has been a major factor in its uniqueness at selling goods and services. Though some argued that its purpose is to create awareness, notwithstanding, it is one of the promotional mixes ofmarketing. However, the paper discussed the use of USP and slogans viz-a-viz advertising. The method adopted for the study relied on secondary method of data generation. The paper also relied on the theory of selective attention and arousal to critically examine the importance of USP and slogans in advertising.The research hence looks at how unique promotional mix can add value to advertising make the best out of the opportunities available them. From the outcome of the discussions the paper suggested in its recommendations that advertisers should ensure that they make their product unique, solve an industrial pain by identifying a gap, be specific and offer proof among others.

Keywords: Slogans, Unique Selling Propositions, Advertisers, Consumers