USP理论是由美国著名广告专家罗素·瑞夫斯(Rosser Reeves)提出的。罗素·瑞夫斯认为,每一个广告商品都应有自己独特的销售主题,并通过足量的重复传递给消费者。这个主题应包含以下三个要点: 一、这个产品给消费者带来的具体好处; 二、这一功效必须是独一无二 The USP theory was put forward by the famous American advertising expert Rosser Reeves. Russell Reeves believes that each advertising product should have its own unique sales theme, and delivered to consumers through enough repetitions. This theme should include the following three points: First, the product to consumers the specific benefits; Second, this effect must be unique