1. Advertising Slogans CTAE Resource Network By: Shannon R. Lawrence, Amanda Stephens & Dr. Frank B. Flanders Spring 2010

2. Objectives Explain what makes a great slogan Explain what makes a great slogan Discuss four major factors that define a memorable slogan Discuss four major factors that define a memorable slogan Discuss how a slogan is developed Discuss how a slogan is developed Explain how a slogan can positively or negatively impact a company or organization Explain how a slogan can positively or negatively impact a company or organization

3. What makes a classic slogan? The process of creating a good slogan is involved. It requires creativity and the ability to think outside of the box. Good slogans generally have 4 important characteristics. The process of creating a good slogan is involved. It requires creativity and the ability to think outside of the box. Good slogans generally have 4 important characteristics. Simple Simple Bold Bold Classy Classy Memorable Memorable

4. What makes a classic slogan? Simple – The best slogans are usually simple. A short, concise statement is memorable and easily recognizable. Simple – The best slogans are usually simple. A short, concise statement is memorable and easily recognizable. Example: “Just do it.” - Nike

5. What makes a classic slogan? continued Bold – Like bolded text in a book, a bold slogan grabs the consumer’s attention. It makes a bold statement. Slogans must have an impact on the consumer. Customers equate your business with the slogan. It is a representation of the business. Bold – Like bolded text in a book, a bold slogan grabs the consumer’s attention. It makes a bold statement. Slogans must have an impact on the consumer. Customers equate your business with the slogan. It is a representation of the business. Example: “Beef, it’s what’s for dinner.” – National Cattlemen’s Beef Association

6. What makes a classic slogan? continued Classy – Classic slogans are remembered for their impact on pop culture. For example, Coca- Cola’s various slogans have been seen as an American icon throughout the years. Classy – Classic slogans are remembered for their impact on pop culture. For example, Coca- Cola’s various slogans have been seen as an American icon throughout the years. Example: “A diamond is forever.” – DeBeers

7. What makes a classic slogan? continued Memorable – Good slogans have a clear phrase that is easily remembered, one the customer can relate with the company. Like the tune of a catchy advertising jingle, it should be hard to forget. Memorable – Good slogans have a clear phrase that is easily remembered, one the customer can relate with the company. Like the tune of a catchy advertising jingle, it should be hard to forget. Example: “Can you hear me now? Good.” – Verizon Wireless

8. Slogan Recognition Activity Directions: The following 40 slogans show parts of company and organization slogans. The following 40 slogans show parts of company and organization slogans. If you can fill in the blanks to complete most of the slogans and name the company, it is a testimony to the effectiveness of the advertising slogan. If you can fill in the blanks to complete most of the slogans and name the company, it is a testimony to the effectiveness of the advertising slogan.

9. Slogan Recognition Activity continued Note to teachers: This activity can be a game by dividing the class into teams. Note to teachers: This activity can be a game by dividing the class into teams. Or, you may want to have the students number their paper from 1-40 to record their answers. Or, you may want to have the students number their paper from 1-40 to record their answers. A key to the slogan activity is at the end. A key to the slogan activity is at the end.

10. 1. Complete this Slogan Just ___ it Company: ________________________

11. 2. Complete this Slogan Yo quiero ______ ______ Company: ________________________

12. 3. Complete this Slogan We love to ___ you ____ Company: ________________________

13. 4. Complete this Slogan Is ___ in you? Company: ________________________

14. 5. Complete this Slogan Eat mor _______ Company: ________________________

15. 6. Complete this Slogan What’s in your ______? Company: ________________________

16. 7. Complete this Slogan It’s so ____, even a ________ can do it. Company: ________________________

17. 8. Complete this Slogan Built ______ Tough Company: ________________________

18. 9. Complete this Slogan You ____ do it. We can _____. Company: ________________________

19. 10. Complete this Slogan The ______ side of life Company: ________________________

20. 11. Complete this Slogan _____, Crackle, _____ Company: ________________________

21. 12. Complete this Slogan Expect _____. Pay _____. Company: ________________________

22. 13. Complete this Slogan A ____ in need deserves _____ indeed Company: ________________________

23. 14. Complete this Slogan What can _____ do for you? Company: ________________________

24. 15. Complete this Slogan Save _____, Live ______ Company: ________________________

25. 16. Complete this Slogan Breakfast of _________ Company: ________________________

26. 17. Complete this Slogan Obey your ______ Company: ________________________

27. 18. Complete this Slogan Don’t leave _____ without it Company: ________________________

28. 19. Complete this Slogan The ______ driving machine Company: ________________________

29. 20. Complete this Slogan _____ in good ______ Company: ________________________

30. 21. Complete this Slogan Have it _____ way Company: ________________________

31. 22. Complete this Slogan M’m M’m _______ Company: ________________________

32. 23. Complete this Slogan Like a _____ Company: ________________________

33. 24. Complete this Slogan ______ the bar. Company: ________________________

34. 25. Complete this Slogan Easy, _____, beautiful, ______ Company: ________________________

35. 26. Complete this Slogan Gotta have my _____! Company: ________________________

36. 27. Complete this Slogan A ______ is forever Company: ________________________

37. 28. Complete this Slogan America _____ on ______ Company: ________________________

38. 29. Complete this Slogan Nothing _____ like a ______ Company: ________________________

39. 30. Complete this Slogan ______ can’t eat just _____ Company: ________________________

40. 31. Complete this Slogan Because you’re _____ it Company: ________________________

41. 32. Complete this Slogan The ____ _______ that melts in your ____, not in your ______. Company: ________________________

42. 33. Complete this Slogan Zoom ______ Company: ________________________

43. 34. Complete this Slogan _____ are some _____ _____ can’t buy. For ________ else, there’s ________. Company: ________________________

44. 35. Complete this Slogan _____ you ____ you just can’t ______ Company: ________________________

45. 36. Complete this Slogan _____, it’s what’s for _____. Company: ________________________

46. 37. Complete this Slogan It’s ______ you want to be. Company: ________________________

47. 38. Complete this Slogan Like a ______ Company: ________________________

48. 39. Complete this Slogan _____ got _____, we’ve got ______. Company: ________________________

49. 40. Complete this Slogan Have a ____ for ____, not for German _______. Company: ________________________

50. Key 1.Nike- Just do it 2.Taco Bell- Yo quiero Taco Bell 3.McDonald’s- We love to see you smile. 4.Gatorade- Is it in you? 5.Chick-fil-a – Eat mor chikin 6.Capital One- What’s in your wallet? 7.Geico- It’s so easy, even a caveman can do it. 8.Ford- Built Ford Tough 9.The Home Depot- You can do it we can help 10.Coca-Cola – The Coke side of life 11.Rice Krispies- Snap, Crackle, Pop 12.Target- Expect more. Pay less. 13.Puffs Tissue- A nose in need deserves Puffs indeed. 14.UPS- What can brown do for you? 15.Wal-Mart – Save money, Live better 16.Wheaties Cereal- Breakfast of Champions 17.Sprite- Obey Your Thirst

51. Key 18.American Express- Don’t leave home without it. 19.BMW- The Ultimate Driving Machine 20.Allstate- You’re in good hands 21.Burger King- Have it your way 22.Campbell’s Soup- M’m M’m Good 23.State Farm- Like a Good Neighbor, State Farm is there 24.Cingular- Raising the Bar 25.Covergirl- Easy, Breezy, Beautiful, Covergirl 26.Corn Pops Cereal- Gotta have my Pops! 27.De Beers- A Diamond is Forever 28.Dunkin’ Donuts- America Runs on Dunkin 29.John Deere- Nothing Runs Like a Deere 30.Lays Potato Chips- Betcha can’t eat just one! 31.L’Oreal Cosmetics- Because You’re Worth It 32.M&M Candy- The milk chocolate that melts in your mouth, not in your hand. 33.Mazda- Zoom, Zoom

52. Key 34.Mastercard- There are some things money can’t buy, for everything else, there’s Mastercard. 35.Pringles- Once you Pop, you just can’t stop! 36.National Cattlemen’s Beef Association- Beef, it’s what’s for dinner. 37.Visa- It’s everywhere you want to be. 38.Chevrolet- Like a rock. 39.Radio Shack- You’ve got questions, we’ve got answers. 40.Volkswagen- Have a baby for love, not for German engineering.