Creating ads: Headlines, straplines, slogans

 

This study examined whether individuals with preferences for certain military recruitment slogans can be identified by characteristic factors for motivation, needs, and involvement. Inasmuch as there ...

Robert Passikoff, president of Brand Keys Inc, argues that marketers should question the value of overhauling their logo, first by asking how much it contributes to brand behaviour. He reports on find ...

Gaston van de Laar and Lianne van den Berg-Weitzel, from Claessens Product Consultants, describe three research studies which look at the critical success factors in logo symbol design. The first two ...

A summary of an article in Business Horizons magazine on the significance of logos. Logos, it is stated, give world-wide recognition and contributes towards brand differentiation, customer choice and ...

This article traces and examines the naming of military operations, from the 18th Century right up to the name of the US military campaign following the 11th September (which, it notes, was changed f ...

It is possible to obtain lists of slogans from a web site which is one of the most useful for ad people.

The most popular slogan is 'The natural choice' followed by 'Simply the best'.

Describes what happened to consumer response to Sara Lee when the endline was changed. The change in wording not only affected how the ad was liked, but respondents' whole involvement with it. Possibl ...

Research evidence from research International on the value of slogans, straplines and enlines, how they perform and what their purpose is in advertising. Factors which must be considered to ensure tha ...

Can ads be designed to make more likely the replication of the message they convey - to enable their message to 'live on' elsewhere after the advertising no longer is broadcast, published, or mailed? ...

A variety of factors motivate managers of firms to change advertising slogans. Principal among these factors is the desire to improve the financial performance of the firm, which should be viewed posi ...

An important feature of contemporary international advertising is the use of verbal allusion to a product's country of origin as a selling-point. With reference to slogans used in European advertising ...

This paper explores the perceived social-class attractiveness of slogans for various cigarette brands. Findings from an exploratory study demonstrated the perceived social profiles of the brands exami ...

The article develops empirically based guidelines to help managers select typefaces that affect strategically values impressions. The authors discuss potential trade-offs (pleasing, engaging, prominen ...

Repeated exposure to an advertisement can influence liking for the ad and for the brand names and packages included in it. The assumption that repeat exposure leads to a direct affective response is c ...

An exploration of the use of figurative language (tropes, rhetorical figures etc) in communications, a topic which, it is suggested, has been largely ignored in our era of communication though it was ...

The authors develop guidelines for selecting or modifying logos to achieve their corporate image goals. An empirical analysis of 195 logos, calibrated on 13 design characteristics, identified logos t ...