According to the book “Creative Advertising” by Charles Whittier: “A slogan should be a statement of such merit about a product or service that is worthy of continuous repetitive advertising; is worthwhile for the public to remember; and is phrased in such a way that the public is likely to remember it.”
A slogan is an advertising tag-line or phrase that advertisers create to visually express the importance and benefits of their product. By and large, it is a theme to a campaign that usually have a genuine role in people’s lives. Therefore, It has the ability to loan people’s time and attention by putting consumers at the heart of the solution. Fact is, it is so crucial that companies spend billions on advertisements around the world to develop a marketing campaign just to achieve a successful brand awareness.
What is it about an advertising slogan that catapults it into fame? Aside from having outstanding brand recall, that makes us look twice, think thrice and delight the imagination of their target markets and characterize their products in original ways. Every day we see messages and catchphrase everywhere from TV screen, radio stations, print media to Online advertisements. True, there are some slogans that we know by heart but a millions of them have come and gone that we hardly ever noticed while some has taken our mind by jiffy, the advert for three crown ”Don’t you wish your mummy was smart like mine” drew a wide audience to the brand.
Catchphrase or slogans do not just pop-up from the blues, it is being concocted by a professional writer who is conversant with grammar and creative usage of words. The use of rhymes or humor appropriately can help people to remember slogans. When creating a slogan, look at your logo for ideas deduce the description to a few words. The slogan should match the feel of the logo, because they are often displayed together and also keep the slogan simple, precise and memorable.
An advertising slogan has a positive effect on the sale of a product as it increases memory retention and if well thought out sums up the product’s unique selling proposition in a short catchy phrase. If well advertised, people will remember it and associate the phrase with your product. Slogans makes advertising easier as the initial awareness and product association has been created. Examples are Lagos state: Eko o ni baje o, Nokia: Connecting people.
A slogan is necessary to a brand as a logo is. If you have a logo, you should have a slogan, if only to differentiate your brand from the rest of the crowd that has a logo with no slogan. Keep it simple, funny and do not make an inflated claim about your product. Most times people look beyond the colour and graphics of an advert, zooming off to check out the slogan and logo of the product.