The Unique Selling Proposition (or Unique Selling Point) refers to the unique proposition and advantage offered by a product or service (e.g. best quality, lowest price, etc.) that makes it 'superior' to that of the competition.
When using promotional products, giveaways or advertising media, one attempts to communicate the USPs of one's own company or products to the consumer.
The utility value plays a major role with promotional products. In order for the advertising message to remain in the memory of the consumer for a longer period, it is important that products be frequently used by the recipient (pens, mugs, etc.); however, one should also take note that a promotional product that is quickly damaged will soon become ineffective. A higher utility value is therefore also directly related to the quality of the product.