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" Buy this product and you will get this specific benefit." 2. The proposition must be one that the competition either cannot, or does not, offer. "
The 101 Greatest Business Principles of All Time - Page 86
by Leslie Pockell, Adrienne Avila - 2007 - 128 pages
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Court Decisions, Volume 10

United States. Federal Trade Commission - 1978
...customers to buy the product about which the claim is made rather than a rival product To be unique UK proposition must be one that the competition either cannot, or does not, offer." Stipulation of the parties, before UK FTC, Commission Exhibit 174. 5 The campaigns also included advertisements...
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The Fundamentals of Advertising

John Wilmshurst, Adrian Mackay - 1999 - 384 pages
...will see, it is becoming almost a lost art, and more honoured in the breach than in the observance. 2 The proposition must be one that the competition either...otherwise made in that particular field of advertising. One might assume that a unique proposition, in itself, would be a strong theoretical base for an advertisement....
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Create Web Content That Sells!: Wow Your Market with Writing Strategies ...

Renee E. Kennedy, Terry Kent - 2002 - 160 pages
...advertisement must say to each reader: "Buy this product and you will get this specific benefit." 2. The proposition must be one that the competition either...otherwise made in that particular field of advertising. 3. The proposition must be so strong that it can move the mass millions, ie, pull over new customers...
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How to Survive and Thrive in the Merchant Services Industry

2003 - 224 pages
...advertisement must say to the reader: 'Buy this product, and you will get this specific benefit." • The proposition must be one that the competition either...offer. It must be unique -- either a uniqueness of brand or a claim not otherwise made in that particular field." • The proposition must be so strong...
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Reclame en mediaplanning

Anne-Marie Cotton - 2004 - 266 pages
...reader'Buy this product and you will get this specific benefit. . . one that the competition erther cannot or does not offer'. It must be unique -either...claim not otherwise made in that particular field of advertising.The proposrtion must be so strong that it can move the mass millions, ie, pull over the...
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Simply Better: Winning and Keeping Customers by Delivering what Matters Most

T. P. Barwise, Patrick Barwise, Seán Meehan - 2004 - 216 pages
...advertisement must say to each reader: "Buy this product, and you will get this specific benefit." 2. The proposition must be one that the competition either cannot or does not offer. It must be unique—either a uniqueness of the brand or a claim not otherwise made in that particular field of...
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The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells ...

Robert W. Bly - 2007 - 432 pages
...will get this specific benefit. " Your headline must contain a benefit — a promise to the reader. 2. The proposition must be one that the competition either cannot, or does not, offer. Here's where the unique in Unique Selling Proposition comes in. It is not enough merely to offer a...
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