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The unique selling proposition (USP) or unique selling point is a marketing concept first proposed as a theory to explain a pattern in successful advertising campaigns of the early 1940s.The USP states that such campaigns made unique propositions to customers that convinced them to switch brands.

Theodore Levitt, a professor at Harvard Business School, suggested that, "Differentiation is one of the most important strategic and tactical activities in which companies must constantly engage." As described by Dr.

Compared with eight years ago, online daters in 2013 are more likely to actually go out on dates with the people they meet on these sites.

Some 66% of online daters have gone on a date with someone they met through an online dating site or app, up from 43% of online daters who had done so when we first asked this question in 2005.

James Blythe, Professor of Marketing at the University of Westminster and writer of many textbooks on marketing, the USP "contains the one feature of the product that most stands out as different from the competition, and is usually a feature that conveys unique benefits to the consumer." A clear USP helps consumers to understand differences between brand offerings in a category, and may also help consumers to form a positive attitude towards the brand and may ultimately contribute to improved levels of brand recall.

In order to determine an appropriate USP for any given brand, marketers must undertake extensive research of the category as well as consumers.

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