Slogans Bartu Kaleagasi.

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Presentation transcript:

Slogans Bartu Kaleagasi

Definition “Simple and catchy phrase accompanying a logo or brand, that encapsulates a product's appeal or the mission of a firm and makes it more memorable.” http://www.businessdictionary.com/definition/slogan.html#ixzz2Lzz9ha6S

Type of Promotion Below the line Pull-promotion Long-term identity Short-term tactic Not directly through mass media Pull-promotion Aims to attract Does not attempt to directly sell Long-term identity Product/firm recognition Familiarity of brand

Example IBM (1988) Television Advertisement

Allusion Play on words: “I think, therefore I am.” Cogito Ergo Sum Philosophical statement by Rene Descartes

AIDA Attention Interest Desire Action Makes public think about meaning Simple layout, draws focus on words Interest Famous figure - Descartes Attracts enjoyers of philosophy – long term Attracts those who learn something new – short term Desire Display of firm’s sophistication Possible indicator of quality Vocabulary: “Think” relates to “Computing” -> IBM Computers Targets public as “I” to take action Action Customers may look into products (time lag = various) http://www.ibm.com First impression (from ad) + research = purchase decision

End