Contents
- What is an advertising slogan?
- Why is an advertising slogan needed?
- What types of slogans are there?
- How is an advertising slogan created?
What is an advertising slogan?
An advertising slogan is a short and memorable phrase that reflects the essence of a brand or a specific product. It serves as an important tool for promotion, helping to increase the company's recognition in the market. Slogans are launched through various advertising channels and are repeated multiple times, allowing consumers to associate them with specific brands over time. An example of a successful slogan is the phrase "There's an idea," which instantly brings to mind the name "Ikea." Slogans that are frequently mentioned in advertisements not only become ingrained in the audience's consciousness but also form visual images, as seen with slogans like "Fun and Tasty" or "Better for Men."
Why is an advertising slogan needed?
The primary task of an advertising slogan is to address the target audience and convince them that this brand is specifically made for them. For example, the Pepsi slogan "The Choice of a New Generation" is targeted at young people, while Nike motivates sports enthusiasts with the phrase "Just do it!" which encourages overcoming challenges. Moreover, a slogan can express the philosophy of the brand, as L’Oreal does with the motto "Because you're worth it," which has become a symbol of confidence and self-respect for many women.
An advertising slogan also helps distinguish a brand from its competitors. A simple and memorable slogan can be a deciding factor for a buyer's choice. For instance, the humorous slogan "Shampoo Number One" from Head and Shoulders indicates its market leadership. Additionally, some slogans provide brief explanations of why a particular product is needed. For example, the slogan for "Espumizan" helps customers quickly remember that it is a remedy for bloating.
What types of slogans are there?
Slogans can be classified into several types. Firstly, statements convey a fact about the product or make a promise, such as "Yandex" promising to find anything on the internet. Secondly, rhetorical questions, like those from Nespresso, prompt customers to think about quality. Thirdly, calls to action are direct appeals to customers, such as the call to drink kvass instead of cola. Finally, humor and rhyme make slogans memorable, as exemplified by the well-known slogan "Euroset, Euroset — prices just... New Year."
How is an advertising slogan created?
The process of creating an advertising slogan begins with defining its purpose. Then, marketers gather information about the product, target audience, and their needs. After that, unique qualities of the product that distinguish it from competitors are identified. One of the methods for generating ideas is creating an association map, where the product name is written in the center, and surrounding it are words and phrases related to it.
After forming a list of ideas, marketers combine words and phrases into final slogans, which are then sorted and edited. In the final stage, the most successful options are selected and tested on focus groups or through surveys. This approach allows for the selection of the most effective slogans that will be remembered by the target audience.