LO1: Unique Selling Point (USP)




Company: Airpods 
Medium: Tv 
Campaign  Name: ‘Airpods’ [2016]
What is Apple’s USP?
Apple’s selling point for the Airpods is the fact that they are wireless earphones that use radiation to create noise cancellation if on the phone so that the person on the other side is only able to hear the person they are on the phone.   
How does Apple benefit from having this USP?

They benefit from having this selling point because there are no other earphones on the market that are completely wireless and that are able to have noise automated cancellation as with others there would be wired and they would also have the ability to be noise canalisation. 
What is the value proposition in this Apple advertisement?
The Apple AirPods have features such as the wireless cables, the sound, and the infrared radiation that helps to create the noise-canceling feature.  
What limitations are there of creating a USP for a product/service?
The limitations that they face is that it’s easy to lose the Airpods as they a loose and their price as someone people may see it and change their mind about getting the Airpods.


Company: Energiser 
Medium: TV advertisement 
Campaign: Just Keep going 
Type of propositional message: Distributes answers for issues  
  1. The Energiser advertisement uses propositional messages by providing an answer to the issues faced. The advertisement shows the propositional messages because it shows a family (who seems to be on a family holiday) taking pictures of the performance on the beach where all of a sudden the camera stops working due to the camera's battery lacking in its power to generate the camera's functions. A mascot dressed as a pink bunny hand over batteries to the family but doesn't resolve their issue. Therefore, to provide a solution to the issue a robot bunny 
  2. This message will benefit the audience by engaging them through getting the audience to relate to an issue that many have faced some time in their lives, so they understand the struggle of not having a long-life lasting battery for a product that requires it. For instance, a TV remote requires batteries in order to use the TV. This will draw the audience's attention to purchase these batteries and wouldn't have to worry about running out of power for a very long period of time. Moreover, the product makes sure that the batteries are ready to use when the individual needs to use a product that are in need of long-lived batteries.  Therefore, the target audience would want to purchase this product because one of the aims of the advertisement is to get the target audience to relate very well with the product by presenting the different scenarios that the individuals may be able to relate very well to personally.  This will later result in the target audience being lured into purchasing the product in order to solve their issues.  

Company: Bupa 
Medium: Online advertisement 
Campaign: For owning the dancefloor 
Type of proposal message: For owning the dancefloor 


  1. For this advertisement, the type of propositional message that is being used is to support to their potential target audience. For instance, the advertisement demonstrates this when it shows a female who has or is suffering from a health condition called cancer.  She is then shown through her actions of dancing being very uplifted and happy.  Therefore, this advertisement supports individuals how may be living the last few days of their lives and also helping those fight through the hard times with this disease. 
  2. For this message being passed over to the potential target audience which is being aimed at victims of cancer and how they can still enjoy life and grow through the pain that they may be going through. This advertising can also be for individuals who are related to or know a friend who has cancer and would love to provide a lot more support for them. This advert is also to make the potential target audience feel the same way as the female in this advertisement and relate a lot to them. 

Company: Samsung 
Medium: Online advertisement 
Campaign:  Samsung Galaxy S10 - Next Generation
Type of propositional message: Sets a common ground
  1. The Samsung advertisement uses the propositional messages because it is able to establish the common ground which is being set for the audience. The advertisement demonstrates this throughout because it shows the audience why they should purchase this product by the advert showing all the different aspects of the phone in terms of what it can do and why it is better than any other phone including the iPhone.  For instance, the type of design of the phone. 
  2. The advertisement compares the different technology of phones that have been created over the years and shows the audience the difference between Samsung and other phones such as an  IPhone and why Samsung is better.  However, iPhone is Samsung's competition so they would have to persuade the audience to purchase Samsung instead of an IPhone which can be done by engaging the audience through different relatable scenarios that this advertisement is demonstrating. 



Company:  Tesco
Medium: TV and online advertisement 
Campaign: Prices that take you back 
Type of propositional message: Meeting the requirements/needs
  1. For this type of advertisement, it uses the propositional message of meeting the needs of individuals when doing shopping by advertising the best deals that they have in stock for them. This is demonstrated throughout the advert showing the prices being lowered and also comparing them to the prices that they were before and other products. By decreasing the prices of items it will make it more affordable for individuals to buy when they go out to the supermarket for grocery shopping, meeting their needs. 
  2. The overall message from this advertisement is very beneficial for the audience because a lot of individuals who shop at Tesco love the reasonable prices that sell quality products and are always looking for a cheaper and better way to do their grocery shopping. therefore, this is very engaging for the target audience because they will feel very intrigued to do their shopping at a certain period where it will help them financially which is the best interest for them. The music, colours, and dancing and costumes keeps the audience intrigued and would want to continue to watch the advertisement.  



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