Hardware :: Get Serial Number And Model Of USB Drives?

I have Ubuntu 10.04 LTS. I have a script that prompts you to insert a USB HDD/memory stick then it needs to determine its serial and model and save it to a file. The script can determine the device file of the inserted drive(ex: /dev/sdc) and if hdparm -I /dev/sdc works then all is ok. The problem is that not all USB HDDs/memory sticks work with hdparm. When it does not work I get the following:

Code:

root@izghitu:~# hdparm -I /dev/sdc
/dev/sdc:
HDIO_DRIVE_CMD(identify) failed: Invalid exchange

The other command to get the serial for USB devices of any kind is lsusb -v or lsusb -D /path/to/bus/address The problem of the first one(lsusb -v) is that it lists all USB devices and there's no way for me to script it to detect the inserted USB drive/memory stick and get the serial/model for it. The problem with the second one(lsusb -D /path/to/bus/address) is that I do not know how to get the correct USB bus address of the inserted USB drive/memory stick.

Is there any other way to get the serial number/model of a USB HDD/memory stick using its /dev/sdc device file? Is there any way to link the /dev/sdc device file with the /dev/bus/usb/address device file so I can then use the lsusb -D command to get the required info?