Explaining his term, R. Reeves pointed out that the effective advertising strategy, which he described as "unique selling proposition '(USP), must satisfy three basic conditions: 1. Each advertisement must contain a specific proposal for the consumer: buy that product and get it this particular benefit. 2. The proposal must be such that any competitor or could not give, or simply does not advance. It must be unique. Its uniqueness has to be linked either to uniqueness of the product, or with the statement, which has not been done in the field of advertising. 3.
The proposal must be so strong that it can attract new consumers to consume. Consider these conditions. First they advertisers are familiar – it is repeated in many modern works in advertising and in another version goes like this: advertisement should inform consumers about the benefits (material or mental properties), that is, it should be based on the principle of empathy. The second condition is the essence of the proposed strategy, advertising R. Reeves. In his view, to ensure the success of advertising campaigns, advertisers must find and formulate such statement about a product that competitors can not replicate or have not guessed already put forward, although they could.
Therefore, in the perception of consumers, this statement is unique. R. Reeves stressed that the TSS does not necessarily due to the unique characteristics of consumer goods. At the present level of standardization of production, goods actually possess unique properties that appear on the market often. Third condition can not be described properly by the condition: the question is not whether or not there should USP to attract new customers to consume.