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Your USP is the Key to Effective OTT

In his 1960 classic, Reality in Advertising, ad man Rosser Reeves (who may have been the inspiration for Mad Men’s Don Draper) defined the concept of a Unique Selling Proposition: What is a USP? It is a theory of the ideal selling concept. It is a condensation – a verbal shorthand, if you will – of what makes […]

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