... the appeal is believable and is not embellished. If the appeal is over thought it not only wastes promotional dollars but also creates ill will for the advertiser. The advertising appeal for the product/service must be desirable, exclusive, and believable advertising, which is also known as the Unique Selling Proposition. The Unique Selling Proposition commonly turns into the promotional slogan. As a business ... you want your slogan to be a household theme or symbol that everyone will recognize. "Effective slogans often become so ingrained that consumers can immediately conjure up imag...

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