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Choose Your Advertising Slogan Wisely

By: Elaine Fogel


“What Happens in Vegas, Stays in Vegas.” Great slogan, eh? We all “get it.” It’s what defines the major benefit of vacationing in Vegas.

New research by Texas Tech University associate professor of marketing Mayukh Dass tells us what connects us to certain slogans over others. He, and his colleagues, explored a variety of factors that influence slogan “likability.” And, here’s what they uncovered:
They found that consumers tended to prefer slogans based on three things:
  • The clarity of the slogan’s message – it articulates a “clear and focused message to consumers to help articulate the benefits provided by the brand and generate positive affinity for it.”
  • A focus on the benefits – lays out the benefit to the consumer of using a particular product or brand.
  • Rhymes and creativity – create positive states of mind and fuel favorable emotional responses.
The study found no evidence that consumers preferred jingles to other slogans or that advertising budgets or slogan length had an influence on slogan likability.
If advertising budgets play no role in liking an ad slogan, that means that smaller businesses have a good shot at creating one that sticks. As long as you choose your slogan wisely, and it meets the three criteria that Dass uncovered, why not go for it?
Does your business use an advertising slogan now? Does it plan to develop one?
This article was originally published by Elaine Fogel
Published: July 3, 2014

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