Investment Management Certificate (IMC) Practice Exam

In which creative style does an advertiser make a superiority claim based on a unique product attribute that represents a meaningful, distinctive consumer benefit?

1. Emotional

2. Generic

3. Unique selling proposition

4. Resonance

The correct answer is: Unique selling proposition

The correct answer highlights a creative style known as the unique selling proposition (USP). This approach is centered on establishing a product as better than its competition by emphasizing a specific attribute or feature that sets it apart. This unique aspect is framed in a way that taps into a meaningful benefit for consumers, making the product relevant and appealing to their needs. The unique selling proposition is effective because it not only underlines the product's differentiation but also aligns that unique feature with consumer desires, thus forming a compelling reason for customers to choose that product over others. Advertisers employing this style focus on what makes their product superior and ensure that this claim resonates with consumers in a significant manner. In contrast, the other styles do not center on establishing a unique attribute as a distinct consumer benefit. Emotional approaches may leverage feelings rather than product features, while generic styles often lack specific claims and do not highlight unique selling points. Resonance tactics typically aim to create familiarity or relatable experiences rather than focusing on distinctive product attributes. Therefore, the unique selling proposition stands out as the most applicable choice in this context.