What really makes a good ad slogan?

Williams, Matt
September 2009
Campaign;9/11/2009, Issue 36, p11
Trade Publication
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.


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