34 In the 19th century, Thomas J. Barratt of London, known as the father of modern advertising , chairman of the Pears soap company, created an effective advertising campaign for its company products; it involved the use of targeted slogans, images, and phrases for the first time. The birth of USP is due to Rosser Reeves, an American advertiser from the 1950s who also worked on Dwight Eisenhower s advertising campaign for the 1952 American presidential elections. He believed that the idea connected with advertisement should be unique for the product, and that the advertiser must ensure that newness and relevance be given importance in his own idea generating process. ONLINE RESOURCES Great ad campaigns ADVERTISING CAMPAIGNS Since it is necessary to choose the best combination of promotional strategies, decide on the most efficient method to target the market, and adopt the most appropriate marketing model available to be successful, companies rely on specific internal departments or specialised external agencies to create and manage their advertising. Advertising campaigns An advertising campaign is a wellplanned strategy made up of similar ads with a unique style conveyed across different and multiple media for a set period of time in order to promote a specific product or service, build up brand awareness, and increase sales and communication without getting too repetitive for the audience. To do that, advertisers need to know the product well and understand who its potential consumers are. Steps of an advertising campaign Definition of the market: identification of the customers to attract depending on a company s objective. Definition of a budget, which must be sensible and realistic and take into consideration production costs, media placement fees, and expenses for creative services or design. fee: commissione hoarding: cartellone to merge: unire sensible: ragionevole to wrap: confezione di carta 78 Choice of the best media to launch the campaign. Creation of a strategy: identification of the USP and choice of the most effective style, message, and visuals. MArKeting And Advertising Media channels Print advertising: newspapers, magazines, brochures, directories; most print media now have a digital presence too and often merge these types of ads with their virtual version. Broadcast advertising: telephone, television, and radio ads. Outdoor advertising: hoardings, banners, posters, signs, flags, and wraps. Digital advertising: ads displayed over the Internet, direct mail, newsletters, and digital devices. Product/brand integration: product placements, sponsorships, endorsements. Each of the media has its own characteristics, costs, effectiveness, and public. The best strategy is to evaluate each and choose the one with the greatest return on investment. The USP The Unique Selling Proposition (USP) of a company is a marketing statement which highlights the main motivation why consumers should prefer that brand to another. It contains the characteristics of the product that most distinguish it from competitors and that offer unique benefits to customers.