Uncover the origins of the Unique Selling Proposition. Test whether you can spot classic and modern examples in action.
The term 'Unique Selling Proposition' was popularised in advertising during the ______.
1940s
1960s
2000s
1980s
Post‑war boom led to crowded markets and the need for unique hooks.
A classic USP from M&M’s promised they ______ your hand.
come in glass jars
melt in your mouth, not in
ship overnight
double reward points
It transformed a product coating feature into a memorable benefit.
Which logistics company’s 1978 USP claimed packages would arrive 'absolutely, positively overnight'?
FedEx
DHL
USPS
UPS
The bold guarantee differentiated speed‑reliability in shipping.
Burger King’s long‑running USP invited customers to ______.
have it your way
eat fresh
finger lickin’ good
think outside the bun
It positioned on customization against a standardized rival.
Rosser Reeves argued a USP must be truly unique, utilitarian and ______.
funny enough to go viral
apolitical
easy to hashtag
strong enough to move millions
He focused on sales effectiveness rather than entertainment value.
A risk of relying solely on USP is that rivals may quickly ______.
imitate the claimed benefit
increase CPM
forget your ads
lower demand
Differentiation erodes when uniqueness disappears.
Which toothpaste brand long claimed it was 'recommended by most dentists' as a USP?
Tom’s
Colgate
Crest
Sensodyne
Leveraging professional endorsement added credibility.
Digital products often craft a USP around reducing ______ for users.
ingredient count
color palettes
friction
legal liability
Saving effort makes a proposition tangible and valuable.
In 2025, studies show USPs outperform generic messaging on CTR by roughly ______ percent.
30‑40
5‑10
over 100
70‑80
Distinct value statements still cut through crowded ad feeds.
Story‑driven marketing today often upgrades USP language into a broader ______ promise.
operating lease
stock symbol
value proposition
HR policy
It integrates emotional, functional and societal benefits.
Starter
Refresh the fundamentals and try again.
Solid
Good grasp—polish a few finer points.
Expert!
You’ve mastered the nuances—use them to win markets.
