ICA: Recognizing Advertising Slogans/Taglines Learning Objective . To comprehend
ID: 380751 • Letter: I
Question
ICA: Recognizing Advertising Slogans/Taglines
Learning Objective. To comprehend the great difficulty advertisers face when trying to help consumers remember their company or brands.
Definition. The following marketing terms are referred to in this in-class activity (ICA):
· Slogan: The verbal or written portion of an advertising message that summarizes the main idea in a few memorable words.” From the Dictionary of Marketing Terms,
2nd edition, Peter Bennett, Ed. (Lincolnwood: NTC Publishing Group, 1995), p. 264.
Nature of the Activity. To have students identify the company or product associated with some classic advertising slogans or taglines.
Organizations invest billions of dollars in advertising to get you to notice and hopefully buy their products or services. In many instances, the message they create must be reduced to a memorable word or phrase that encapsulates the benefits of brand. These are called ‘slogans’ or ‘taglines,’ and are what marketers want you to remember about their brands when you make a purchase decision.
Marketers have used slogans since the late 1880’s when Proctor and Gamble (P&G) used ‘99 and 44/100% Pure’ tagline for its Ivory Soap. Today, many organizations use slogans, but only a few are memorable.
What should marketers consider when (or if) to use a slogan? This decision must be based on a careful evaluation of what could potentially go wrong.
· Do not advertise your aspirations (McDonald’s ‘We Love to See You Smile’ or Ford’s ‘Quality is Job One’) because some consumers will try to prove the firm wrong.
· Give the slogan time to develop. Don’t change slogans every year. Give the marketplace time to receive it.
· Do not use a slogan at all. Instead, focus resources in building a better brand.
ICA: Recognizing Advertising Slogans/Taglines
Learning Objective. To comprehend the great difficulty advertisers face when trying to help consumers remember their company or brands.
Definition. The following marketing terms are referred to in this in-class activity (ICA):
· Slogan: The verbal or written portion of an advertising message that summarizes the main idea in a few memorable words.” From the Dictionary of Marketing Terms,
2nd edition, Peter Bennett, Ed. (Lincolnwood: NTC Publishing Group, 1995), p. 264.
Nature of the Activity. To have students identify the company or product associated with some classic advertising slogans or taglines.
Organizations invest billions of dollars in advertising to get you to notice and hopefully buy their products or services. In many instances, the message they create must be reduced to a memorable word or phrase that encapsulates the benefits of brand. These are called ‘slogans’ or ‘taglines,’ and are what marketers want you to remember about their brands when you make a purchase decision.
Marketers have used slogans since the late 1880’s when Proctor and Gamble (P&G) used ‘99 and 44/100% Pure’ tagline for its Ivory Soap. Today, many organizations use slogans, but only a few are memorable.
What should marketers consider when (or if) to use a slogan? This decision must be based on a careful evaluation of what could potentially go wrong.
· Do not advertise your aspirations (McDonald’s ‘We Love to See You Smile’ or Ford’s ‘Quality is Job One’) because some consumers will try to prove the firm wrong.
· Give the slogan time to develop. Don’t change slogans every year. Give the marketplace time to receive it.
· Do not use a slogan at all. Instead, focus resources in building a better brand.
ICA: Recognizing Advertising Slogans/Taglines
Learning Objective. To comprehend the great difficulty advertisers face when trying to help consumers remember their company or brands.
Definition. The following marketing terms are referred to in this in-class activity (ICA):
· Slogan: The verbal or written portion of an advertising message that summarizes the main idea in a few memorable words.” From the Dictionary of Marketing Terms,
2nd edition, Peter Bennett, Ed. (Lincolnwood: NTC Publishing Group, 1995), p. 264.
Nature of the Activity. To have students identify the company or product associated with some classic advertising slogans or taglines.
Organizations invest billions of dollars in advertising to get you to notice and hopefully buy their products or services. In many instances, the message they create must be reduced to a memorable word or phrase that encapsulates the benefits of brand. These are called ‘slogans’ or ‘taglines,’ and are what marketers want you to remember about their brands when you make a purchase decision.
Marketers have used slogans since the late 1880’s when Proctor and Gamble (P&G) used ‘99 and 44/100% Pure’ tagline for its Ivory Soap. Today, many organizations use slogans, but only a few are memorable.
What should marketers consider when (or if) to use a slogan? This decision must be based on a careful evaluation of what could potentially go wrong.
· Do not advertise your aspirations (McDonald’s ‘We Love to See You Smile’ or Ford’s ‘Quality is Job One’) because some consumers will try to prove the firm wrong.
· Give the slogan time to develop. Don’t change slogans every year. Give the marketplace time to receive it.
· Do not use a slogan at all. Instead, focus resources in building a better brand.
Explanation / Answer
Slogans are short phrases that showcase the company's view about its products' to their consumers. It is always crisp and is very hard to master.
Using a Slogan :
Slogan's are very tricky to use and some of the considerations are as follows,
Potential Harmful Impacts :
Some of the harmful impacts about slogans are
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