Rules for the development of a unique commercial offer (UTP)

The multitude of similar goods and services that flood the market leads to confusion of ordinary buyers, because it is not so easy to make a choice in favor of this or that product. Therefore, the primary task of sellers and manufacturers is the selection of their product among the universal monotony. For this, an extremely effective, but rather simple method is used – the development of a unique sales offer (hereinafter referred to as UTP). UTP as a marketing strategy was first proposed by R. Reeves in the book Reality in Advertising, where promotion was given the role of an “active sales person.” Continue reading →