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The Last Archive

CHAPTER

The Power of the Unique Selling Proposition in Political Advertising

This chapter discusses how Rosser Reeves recognized the potential of using unique selling propositions in political advertising and shares his three rules for a USP. It explores the impact of micro-targeted advertising and polling in the 1952 presidential campaign, and highlights the power of radio and TV spots in reaching and influencing voters. It also delves into the use of television ads during a presidential campaign and the Democrats' attempt to obtain Reeves' advertising plan.

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