TITLE

What really makes a good ad slogan?

AUTHOR(S)
Williams, Matt
PUB. DATE
September 2009
SOURCE
Campaign;9/11/2009, Issue 36, p11
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article focuses on the factors that make an advertising slogan appealing. It notes that majority of the effective and best slogans are stated in a declarative way and that brands simply prefer statements that are obvious and tells directly about their products. It points out ways for brands to ensure that memorability is maximized such as alteration, repetition, and rhyme.
ACCESSION #
45895989

 

Related Articles

  • Continuous sales (price) promotion destroys brands: Yes. Phillips, W. E. // Marketing News;1/16/89, Vol. 23 Issue 2, p4 

    The article asserts that price promotion can affect brands. It states the factors that contribute to the long-term health of brands. It cites that improper use of promotional tools may create implications for branding. It emphasizes that continuous promotion and price reduction may destroy...

  • SHARING EQUITY: THREE STEPS TO POWERFUL PROMOTIONAL DESIGN. Labot, Meghan // Brand Packaging;Sep2014, Vol. 18 Issue 7, p42 

    The article discusses the best practices for brand owners embarking on a promotional packaging initiative. Topics covered include the benefits of a simple visual strategy, leveraging shared equities to ensure that brands benefit from promotional partnerships, and the power of an iconic design....

  • Big ideas, local insights: multicultural content marketing made easy. Ingrand, Eric // Marketing Week (Online Edition);3/20/2013, p33 

    The author discusses how adapting global themes to local values is key to successful multicultural marketing. He cites the success of the American dairy industry's "Got Milk?" marketing slogan and Ikea's children's workbench, called Fartfull. He also offers advice on how to promote a brand in...

  • Isolation is far from splendid. Hoult, Charlie // Marketing (00253650);7/26/2006, p22 

    The article focuses on Golden Wonder Ltd.'s award-winning advertising campaign, "Golden Skins." The campaign, which featured partially clothed, ghostly-pale children and adults, was considered to be disturbing by consumers. The campaign was also mentioned in the popular press as an example of...

  • Lifestyle Brands Get Groovy With CDs. O'Loughlin, Sandra // Brandweek;1/9/2006, Vol. 47 Issue 2, p28 

    This article reports on the branded music products of Rock River Communications as of January 2006. As major record labels grapple to hang onto dwindling slices of the music retail pie, consumers are turning to trusted lifestyle brands for a new kind of record company. One entity driving this...

  • NAME THAT BRAND.  // Marketing (00253650);8/24/2005, p80 

    This article presents information on a contest related to a brand name product. This brand was launched in 1970 with the formation of the English Butter Marketing Co. During the 80s, it was supported by an ad campaign using the strapline "You'll never put a better bit of butter on your knife."...

  • T-Zone 'Take off the mask'. Farrell, Gerry // Marketing (00253650);9/28/2005, p27 

    Focuses on the television advertisement of the product brand T-Zone. Information on the commercial showing spotty face-masks discarded on city streets; Opinion that the discarded spotty mask is an unforgettable campaign image; Comment on the use of music in the commercial.

  • Ballantine's reworks 12 Year Old offering. Whitehead, Jennifer // Marketing (00253650);10/24/2007, p9 

    The article reports on the relaunch of the whisky brand Ballantine's 12 Year Old by wine manufacturer Chivas Brothers. The relaunch is marked with a new look and positioning as part of a global investment in the brand. Chivas Brothers acquired Ballantine's from Allied Domecq in 2005....

  • Top tips from the back room. May, Melanie // Promotions & Incentives;Oct2008, p25 

    The article presents questions and answers related to brand reputation including the question whether a marketer should be taking fulfilment in-house or outsource it, how to choose a fulfilment house and the right fulfilment software solution suited for a promotion.

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics