businessman making thumbs up
An advertising slogan is a catchy message for a company or product designed to grab a customer’s attention and communicate why the customer wants to make a purchase. Some companies will use the same advertising slogan for many years to increase familiarity with the idea and help customers develop associations with the product. Other companies will often develop new slogans to accompany new products or services, especially if the company is evolving to offer new and different things to customers. A catchy tagline can really go a long way in selling products, and many companies hire professionals to do just that task.
The purpose of an advertising slogan is to convey what is known as the core message. This message is the most important aspect of any product, service or idea that the company tries to sell. In a nutshell, the core message is the idea that the company hopes the customer will take away. It may take a bit of effort to distill your ad copy down to the main message, but it really pays off when it comes to creating an effective ad tagline. Brainstorming sessions with many different people can sometimes be effective ways to do this.
A slogan is usually no more than a few words; it’s practically never longer than a sentence, because that would defeat the whole purpose. Literary techniques such as alliteration are often used to make the slogan more memorable. Alliteration, sometimes also known as leading rhyme or leading rhyme, occurs when each of the words in a sentence begins with the same sound, or even the same letter. Traditional rhyme can also be used to make it more memorable. Many companies add a song, such as an advertising jingle containing the advertising slogan, as it is easier for people to remember something expressed in a melody.
Slogans can be found in all different types of marketing communications. Print media, especially, is a common place to find advertising slogans, but they are also found in advertising methods such as radio and television commercials or other types of promotional materials. Advertising slogans are a great option when space or time is at a premium, as they give customers a general idea of the advertised product or service without requiring too much exclusive attention.