Introduction advertising unit Structure

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3. Desire :
A good advertisement should be able to create desire in 
the minds of the readers about the product. It is not enough for a 
good advertisement to attract attention create interest but also 
arouse desire in the heart of the prospect to have the product. The 
advertiser should make use of proper appeals and selling points 
while creating desire for the product. Making use of proper appeal 
will depend on the seasonal consumption of the product. For 
example, the sale of rain-coats in monsoon will emphasise self-
protection against rains. It is through the sales appeal that the 
advertiser creates a desire for the product. 
4. Action :
This is an important stage where the advertiser can 
study the impact of his advertisement. If the advertisement has 
attracted attention, aroused interest, created desire, then the 
advertisement should appeal the prospect to act i.e., to come 
forward for making purchases. 
The advertiser should tell the prospect about the product, their 
main features, how they can be consumed and where they are 
available. For example, the prospect who wants to book new 
scooter should get such information in the advertisement as: place 
of display, place and date of booking. Every advertisement normally 
carries such basic information to guide the prospective buyers. It is 
this stage which plays a decisive role in generating the sale of the 
advertiser‟s product. 
11.6 UNIQUE SELLING PROPOSITION (USP) 
 
Unique Selling Proposition (USP) is an offer an advertiser 
makes to his target customers which is unique in relation to 
competing offers and promises to deliver a certain distinctive 
benefit or satisfaction. Unique selling proposition is a creative 
approach and style which was originated at the Ted Bates 
Advertising Agency in the early 1940s. Its originator, author and 
copy-writer was Rosser Reeves. He developed this central idea of 
Unique Selling Proposition (USP). This concept has been adopted 
by many agencies all over the world. It is the combination of three 
words - (i) Unique, (ii) Selling, and (iii) Proposition. In order to make 
the concept clear, the meaning of these three words is given below
(i) Unique :
The word unique describes an attribute or feature 
which the product or brand only possesses or no claim of the 
attribute or feature is currently being made by any other competing 
brand.