Slogans
Rationale
The key factor that drives the need for a new slogan is the intent to produce new advertising
New advertising is most often developed when:
Address These Questions
Most advertising agencies have a comprehensive account planning process which typically involves answering the following questions:
ASSIGNMENT:
On your own you will be creating slogans for your three companies. You will be presenting your slogans in focus groups.
The key factor that drives the need for a new slogan is the intent to produce new advertising
New advertising is most often developed when:
- A brand's advertising undergoes change
- A brand's advertising undergoes new thinking
- A new or revised brand, product or service is introduced.
Address These Questions
Most advertising agencies have a comprehensive account planning process which typically involves answering the following questions:
- What is being advertised?
- To whom are you advertising?
- What do you know about your audience?
- What do you want them to do?
- What can you say that will get them to do that?
- How will you know it worked?
- What ideas might work?
- What is your tone of voice?
- What is your key message?
ASSIGNMENT:
On your own you will be creating slogans for your three companies. You will be presenting your slogans in focus groups.
- Research the Brand Category: Mission, Vision and Value - DONE :)
- What is your company’s slogan now?
- How has their Slogan or Tag line evolved over the years? What are their previous slogans and taglines.
- Check out the Competition: What are their competitions slogans?
- Create New Slogans:
- Create Mind Maps for each of your products - Develop the Message: Brain storm some ideas for your message.
- Write down words that describe the company, company’s product or service. Good advertising slogans provide consumers with hints or clues about your product.
- Create another list and write down the benefits of your business. Incorporate this benefit into the advertising slogan to encourage consumers to try your product or service.
- Play around with your list of words and include your company’s name in the slogan. Slogans don’t have to incorporate the business name, but this is how consumers will identify your company with a particular advertising campaign.
- Be imaginative and write down each possible suggestion.
- Keep the slogan brief. Consumers are more likely to remember brief statements or advertisements.
- Create 3 slogans that you will present to a focus group at a later date. For each slogan provide a rationale for what you think its a good slogan for your business.