The USP as a paradigm of rational advertising

  • Jorge David Fernández Gómez Doctor (con mención Premio Extraordinario de Doctorado) por la Universidad de Sevilla, en la que imparte clases en la Facultad de Comunicación y en el centro adscrito a la misma, EUSA.
  • Paloma Sanz Marcos Licenciada en Publicidad y Relaciones Públicas por la Universidad de Sevilla y Asistente
DOI: https://doi.org/10.5209/PEPU.53772
Keywords: USP, Unique Selling Proposition, Advertising Strategy, Rosser Reeves, Dominant Idea.

Abstract

The USP’s Theory (unique selling proposition), has been established along the history of advertising as a reference for Advertising Strategy. Firstly, this article seeks to provide a compilation of the origins and circumstances that gave popularity to the concept and secondly, an analysis of those errors that facilitated the weakening of the concept with the advent of new theories such as the Brand Image.

Downloads

Download data is not yet available.
View citations

Article download

Crossmark

Metrics

Published
2016-10-06
How to Cite
Fernández Gómez J. D. y Sanz Marcos P. (2016). The USP as a paradigm of rational advertising. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 10, 27-47. https://doi.org/10.5209/PEPU.53772
Issue
Vol. 10 (2016)
Section
Articles

License

In order to support the global exchange of knowledge, the journal Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.