1. Slogans
Bartu Kaleagasi

2. 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.”

3. 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

4. Example
IBM (1988)
Television Advertisement

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

6. 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)
First impression (from ad) + research = purchase decision

7. End