Serhii Malyk

… was to see the sales line moving in an upwards direction, regardless of how that was accomplished. Reeves warned against creativity in advertising, calling it “the most dangerous word in all of advertising”.

Several ideas formed the basis of pre-1960s advertising. A popular idea still used today has its origins in the 1940s. It is the Unique Selling Proposition (USP), a term coined by Rosser Reeves. The simple idea behind a USP is to highlight a benefit of a product which competitors did not have.…