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Figure 8.4 - Model of Marketing Information Flow from the Marketing Manager to the Creative Staff

Figure 8.4 - Model of Marketing Information Flow from the Marketing Manager to the Creative Staff

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Developing the Major Selling Idea

Using a unique

selling proposition



Creating a brand

image



Approache

s

Finding the

inherent drama



Positioning



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16

McGraw-Hill Education.



The Unique Selling Proposition 

(USP)

Benefit

Benefit

Buy this 

Buy this 

product/servic

product/servic

e and you get 

e and you get 

this benefit 

this benefit 



Unique

Unique

Must be unique 

Must be unique 

to this brand or 

to this brand or 

claim; rivals 

claim; rivals 

can't or don't 

can't or don't 

offer it

offer it



Potent

Potent

Promise must 

Promise must 

be strong 

be strong 

enough to 

enough to 

move mass 

move mass 

millions

millions



Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.



Positioning

 Establishes the product or service in a particular 

place in the consumer’s mind

 Done on the basis of a distinctive attributes

 Basis of a firm’s creative strategy when it has 

multiple brands competing in the same market



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McGraw-Hill Education.



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Figure 8.4 - Model of Marketing Information Flow from the Marketing Manager to the Creative Staff

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