Definition:
An
advertising slogan
is a memorable, unique, creative and different phrase. Its main objective is to leave a mark on the public.
What is an advertising slogan?
An advertising slogan is a short and catchy phrase that seeks to reinforce the image of the brand of any company. It is used to help users remember a product, a company, a brand… increasing the chances of being chosen by the audience.
This tool allows to differentiate itself from the rest of the companies in the same sector, since it allows to show the differential features and the benefits that they can bring to the consumer.
It is a resource used both in the field of advertising and marketing. Through a statement it is intended to convey the value of the product that is promoted or even that of the brand itself, but focused in an ingenious or simple way to contribute to its memorization. All this is achieved through the use of mnemonic rules.
It is interesting to note that, although the uses and approaches of the slogan have been changing over time, this element has always been present in the advertising sector.
What is the function of an advertising slogan?
The advertising slogan aims to reinforce the presence of a company (of its products, services …). It is a way to make a difference with the rest of the businesses that offer similar products in the same sector. The key is to use catchy phrases, as they give greater visibility. The idea is to convince the audience that the brand in question is the most suitable.
The success of a slogan lies not so much in the quality of the product or service that is promoted, but in the message that is transmitted: it stays in the consumer’s memory easily.
The objectives of the slogan can be summarized as follows:
- Reinforcement of the brand image.
- Impact on the consumer: it is engraved in their memory.
- Presentation of the benefits offered by the product or service.
- Improved visibility and reach of the company.
- Attracting potential consumers or customers.
- Transmission of the values and philosophy of the brand.
How to make an advertising slogan?
Keep in mind that there is no magic formula to get a successful advertising slogan. Each brand has its own history, so it is difficult to detect commonalities.
However, we can talk about keys that contribute to the creation of this phrase:
- Length: they are short.
- Understanding: They are easy to remember.
- They present a benefit or indicate an action.
- Exclusivity: identify and distinguish the brand.
- They convey positive feelings.
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