THE ANALYSIS OF THE ROLE AND SIGNIFICANCE OF UNIQUE SELLING PROPOSITION (U.S.P.) AND BRAND IMAGE STRATEGIES IN THE MANAGEMENT OF ADVERTISING CAMPAIGNS THROUGH ADVERTISEMENTS

Abstract

In order to make an advertising message meet the objective, the consumer should perceive and understand the message conveyed through the advertising campaign correctly. For this purpose, different creative strategies are implemented in the process of creating an effective advertising message to attract consumer’s attention. In U.S.P. (Unique Selling Proposition) strategy, it is aimed to make the product or the brand different among the competitors in the same category pointing out its physical characteristics and bring it out in the market. In this way, potential customers are given an important and pragmatic reason to consume the product. In time, ‘product period’ has come to an end and many different businesses offering a similar product in the same segment have started off. When there is no characteristics or benefits that make the product different, emphasizing the physical characteristics of the product is not enough to sell the product. While U.S.P. focuses on the physical differences of the product, the brand image strategy tries to put forward the psychological satisfaction brought along by the product. The main purpose in this strategy is to draw the attention to the brand rather than to the product and contribute to the construction of brand image. This study initially touches upon the concept of strategic advertising management which encompasses creative works. Following this, ‘Unique Selling Proposition (U.S.P.) strategy’ and ‘brand image strategy’ which are among the most prominent strategies have been discussed through advertisement examples. The examples presented in the study show that brands, by emphasising ‘distinct’ and ‘assertive’ attributes in their advertising messages that attract attention in the market and differentiate them from competitors, achieve success in prompting consumers to immediately engage in buying behaviour through structuring these messages around functionality explaining why people should consume their brand and they prove this with the sales rates. Therefore, the brands wishing to survive in today's competitive market conditions need to give priority to strategic advertising management among marketing strategies and select the right strategy through research.