ELK ASIA PACIFIC JOURNAL OF MARKETING AND … message called an advertisement is disseminated...

ELK ASIA PACIFIC JOURNAL OF MARKETING AND RETAIL MANAGEMENT

ISSN 0976-7193 (Print) ISSN 2349-2317 (Online) Volume 2 Issue 4, October (2011)

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SLOGANS USED BY INDIAN BRANDS: A BRIEF ANALYTICAL STUDY ON THEIR ROLE IN

ADVERTISING EFFECTIVENESS

Dr. Tapal Dulababu

Professor & Principal

The Oxford College of Business Management,

No.32, 19th Main, 17th ‘B’ Cross, Sector IV,

HSR Layout, Bangalore 560102

ABSTRACT

Key words: Advertising, Slogans, Nomenclature, Criteria, Effectiveness.

Advertising The word advertising is derived from the Latin word, ‘advertero’ which can be broken

into ‘ad’ and ‘verto’ means ‘towards’ and ‘ I turn’ respectively. Literally, it means to a specific

thing. The definitions committee of the American Marketing Association (AMA) defined

(1960), advertising as “any paid form of non-personal presentation of idea, goods or service by

an identified sponsor”. Advertising is purposeful communications designed with a view to

specific objectives. Advertising attempts to persuade prospective buyers to buy a

product/service.

Stanton observes that “advertising consists of all the activities involved the presenting

to a group a non-personal, oral or visual, openly sponsored message regarding a product,

service or idea. The message called an advertisement is disseminated through one or more

media and is paid for by the identified sponsor”.

Hausen says that “advertising includes those activities by which visual or oral messages

are addressed to the people for the purpose of informing them and influencing them either to

buy merchandise or service or to act or be inclined favorably towards idea, institutions or

persona featured. In contrast with publicity and other forms of propaganda, advertising

messages are identified with advertiser either by signature or by oral statement. In further

contrast to publicity, advertising is a commercial transaction involving payment to publishers

or broad casters and others whose media are employed. Shapiro defines advertising as “a non-

personal paid message of commercial significance about a product, service or company made

to a market by an identified sponsor”.

Advertising according to Kotler is “any paid form of non personal presentation and

promotion of ideas, goods or services by an identified sponsor”. Thus in developing an

advertising program one must always start by identifying the market needs and buyer motives

Words used in their proper order and in a pleasing manner would readily be acceptable and obliged

by the world. Advertising is a form of mass communication closely linked with the world of commerce and

marketing. It is a powerful tool for the flow of information from the seller to the buyer. Advertising is an

indispensable component of all sorts of business. Stewart H. Britt says “Doing business without advertising

is like winking a girl in the dark; you know what you are doing, but nobody else does”.

This paper explores whether the use of slogans for Indian brands play vital role in advertising

effectiveness, and tells what message and features are to be conveyed by the use of slogans to make them

effective.



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and must make five major decisions commonly referred as 5 m’s (Mission, Money, Message,

Media and Measurement) of advertising shown in below figure 1:

Message

Generation

Evaluation

Selection

Execution

Social Responsibility

Mission

Sales goals

Advertising Objectives

Money (Budget)

Factors determining budget are

Stages in PLC

Mkt share & consumer Base

Competition

Ad frequency

Product substitution ability

Media

Reach, frequency impact

Major media types

Specific media vehicles

Geographical medium allocations

Social Responsibility

Measurement

Communications impact

Sales impact

Message

Message is a product of creativity. Creativity is the ability to produce original ideas.

Creativity influences advertising much before visualization and copy writing. Planning of the

ad, takes a great deal of creativity. Message should consist of the following elements shown

in the following figure 2. The verbal elements and nonverbal elements in the right proportion

(given the product, target market, and other things) results in the creative mix which create

more attention value for the advertiser. A brief description the elements of message are

presented as follows:

Headlines & sub heads

Usually headline appears at the top of the body-copy but is not always. In some cases,

headlines appear at the bottom or middle space of the advertisement. Generally, it is set in



………………………………………………………………………………………………………………………

bolder and larger type and it’s short and drags the reader to the body text. When body text is

lengthy, the message is divided into paragraphs and each is given a subhead to highlight the

theme of the paragraph.

Body Copy

It forms the main part of the ad apart from visual elements, headlines and captions. The

size of the body text differs from ad to ad and some ads may contain a shorter body text and

for some other, it will be larger. For technical products, generally the body text is lengthier;

for example, advertisements of computers, televisions, power generating equipment’s etc. will

have lengthy body text.

Mission

1. Sales goals

2. Advertising

Objectives

Money (Budget)

Factors

determining

budget are

1. Stages in PLC

2. Mkt share &

consumer Base

3. Competition

4. Ad frequency

5. Product

substitution ability

Media

1. Reach, frequency

2.impact

3. Major media types

4. Specific media

vehicles

5. Geographical

medium allocations

6. Social

Responsibility

Measurement

1.

Communications

impact

2. Sales impact

Message

1. Generation

2. Evaluation

3. Selection

4. Execution

5. Social

Responsibilit

y



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Fig 2. Elements of Message-Creative-mix

Slogans

A distinctive catchy phrase that serves as a motto for a campaign brand or company. It

is used across a variety of marketing communication messages and over an extended period of

time. Slogans are a short phrase used in part to help establish an image, identity or position for

a brand or an organization, (“The world’s local Ban k” of HSBC Bank) but mostly used to

increase memorability. (Gurnn, Allen, Semenik, Thomson south-western, Vikas publishing

house, ND, 2003). In other words, slogan is a set of short, simple, clear catchy and colorful

words used to attract and hold the attention of the customer (Andhra Bank: “First in Service –

Best in banking”). The slogans should be short, direct, sweet, easily pronounceable, easily

remembered, time proof and yet pleasing to ears like in the case of “We cover you, At every

step in life” of ICICI Pru Life. It (slogan) is a concise but an effective way of telling an idea.

Slogans also facilitate the conduct of tests of marketing research (recall power test). The

purpose of which is also called a strap line, in an advertisement is to leave the key brand

message in the mind of the target (Foster Timothy R V, Ad slogans unlimited).

2. NOMENCLATURE OF SLOGANS

Slogan nomenclature varies from place to place. In many parts of the world and

generically, they are called ‘slogans’. In the USA, they are tags and taglines. In the UK, they

are ‘end lines’, end lines or strap lines. In Germany, they are called ‘claims’ whereas in France

‘signatures’. In the Netherlands, slogans are called payoffs.

3. CRITERIA FOR A PERFECT SLOGAN

Charless L Whittier in his book ‘Creating Advertising ‘says slogan’ should be a

statement of such merit about a product or service that it is worthy of continuous repetition in

advertising, is worthwhile for the public to remember, and is phrased in such a way that the

Message

Non-verbal Elements

1. Music

2. Color

3. Trade mark /

Brand mark

4. Picture

5. Unusual sound

Verbal elements

Headlines

Sub – heads

Body – text

Slogans

Right proportion of each results in Creative mix



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public is likely to remember it”. Foster Timothy has proposed the principles of framed do’s

and don’ts a perfect slogan as follows:

A Slogan should be memorable

When a person is able to recall the line without any aid, the slogan is said to be

memorable. The more the repetition of the slogan the more is its memorability. It also depends

on the brand heritage and the big ideas conveyed successfully through advertisements. Further

interest-provocative and contextual illustrations or story, alliteration, specially coined words,

puns, antithesis and rhymes are good ways of making slogans memorable. Tongue- friendly

phrases and happy brand experiences make the slogan memorable. Brand equity is a function

of memorability. Memorability improves the shelf life of a slogan. A few cases of rhyme-filled

and memorable slogans are hereunder:

Examples

Category Company Slogan Source

Alliteration Syndicate Bank Reliable, responsible CFA, Jan 2003

ICICI Bank Safer, simpler, smarter Eenadu, 13-2-2003

Rhymes

Andhra Bank First in Service – Best in

banking CFA Jan 2003

Canara Bank Serving to grow – Growing to

serve FE Feb 2003

Puns ACC cement Double action, longer life DC, 14-02-03

Amway Better ideas, better life TOI 16-02-2003

A slogan should aid in the recall of the brand name

By reading the slogan, one should be able to remember the brand name of the product/

company. Ideally the brand name should be included in the slogan. The best way for bringing

the brand name into spotlight is to frame the slogan with a rhyme in it.

For example:

Category Company Slogan Source

Brand

name

Maratha zen just add zen to your life BT 02-02-03

Yamaha Enticer two

wheeler Blue blooded Yamaha TOI 4-2-03

National school of

banking At NSB we teach success TH 10-2-03

Rhyme

ESPN channel Think better, win bigger TH 8/2/03

Thomas cook (Tourism) Best holidays, honest prices TOI 3/2/03

Vellore institute of

Technology

A place to learn, a chance of

grow TH 5/2/03

Amarraja Batteries

(Amaron batteries) lasts long, really long

(India Today

Jan 20/03)

A slogan should contain a key benefit



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Many advertisers include key benefit in the slogan to convey about the benefit to the

consumer in a concise way. For example

Key benefit Product/company Slogan Source

Safety for

the

investment

Mutual fund (First

India MF) Where safety comes first

Brand Equity quiz

book Jan 2003

Prosperity Can Bank MF Together for long term

prosperity

Fortune India Jan

31-03

Better

training Amity B-Schools We nurture talent TOI 3/2/03

Quality of

life

GE country wide

consumer financial

services (personal

loans)

We bring good things to

life. DC 10/02/03

Mileage TVS Suzuki victor More smiles per hour TOI 11/2/03

New things National Geographic

TV channel

Before we make

programme, we make

history

National

Geographic

Channel

A slogan should differentiate the brand

A slogan should depict a characteristic about the brand that sets it apart from its

competitors. For example

Product/company Slogan Source

SOTC world Famous

tours The smartest way to see the world TH 3/2/03

HSBC Bank The world’s local Bank Readers Digest

Jan 03

Western Union The fattest way to receive money

world wide TH 3/2/03

Kurlon mattresses Pure sleep nothing else Readers digest

Jan 03

Voltas AC Acs with IQ TOI 14/2/03

Sansui TVS Better than the best DC 3/2/03

SERVO (lubricants) World class engine oils CFA Jan 03

JK Tyres Total control BT 2/2/03

A slogan should invoke positive feelings about the brand

A slogan should invoke positive feelings about the brand by conveying the

benefit/comforts or the uses of the product/service in a compact form. For example




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Yashoda hospital

(Super specialty) We hope you will never need us, TH 8/2/03

Apollo Hospital Touching lives DC 5/2/03

Oyzterbay (Jewellery) Jewellery for the living TOI 10/2/03

Air Sahara Emotionally yours TH 11/02/03

Cathay pacific

(Air liner) Now you’re really flying

Bran Equity Quiz

book July 03

State Bank of India With you all the way, Readers digest Jan 03

HDFC (Home loans) With you right through, TOI 3/2/03

JK Papers Creating lasting impressions, BT 2/2/03

South Eastern Railways Striving for excellence, DC 16/02/03

Birla Ready mix concrete for

construction Concrete on call, TH 13/02/03

Global hospitals Medical Excellence through team

work. TH 16-02-03

Salora (TVS) The perfect match, TH 16/2/03

LIC (Jeevan Suraksha) Self-reliance for life, TOI 14/02/03

Zurich India Building a worry free world, TOI 6/2/03

A slogan is that reflect the brand’s personality

Personality implies habitual patterns and qualities of behavior of any

individual as expressed by physical and mental activities and attitudes, as well as distinctive

individual qualities of a person consider collectively. For example:


Idea Cellular Idea prepaid

card An idea can change your life DC 6/2/03

Network associates

(network security) Your network our business,

Data quest

31-01-03

LG Electronics Expand your life DC 4/2/03

ICICI Prudential

(Life Insurance)

We cover you, At every step in

life TOI 4/2/03

New City Hospitals Sec’bad Treating you with care Indian Express 4/2/03

SBI (Life Insurance) With us, you’re sure TOI 5/2/03

HDFC Bank (Credit Cards) we understand your world TH 14/2/03

Khazana Furniture your status, your taste your

class, Our solution, TH 15/2/03

Franklin India Blue chip Fund Performing consistently for you

TH 17/2/03

Financial Express What people in the chair gave

on their table FE 1/2/03

Eureka Forbes

(Aqua guard water purifier) Your friend for life

Brand Equity quiz book

Jan 03



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IFFCO –TOKIO

General insurance The life you deserve BT 2/2/03

Birla sun life insurance Your dreams our commitment BT Jan 20/Feb

2 2003

A Slogan should be strategic

Some companies convey their business strategy may effectively through the use of

slogans, such as


BSNL (telecom) Connecting India TH, 8/2/03

Vignan Schools Global standards, India values TOI 8/2/03

Hindalco (Aluminum) World Class Quality TOI 9/2/03

Siemens (Telecom) Global network of innovations DC 17/2/03

Patni computers Worldwide partnerships World wide

solutions TOI 5/2/03

Matrix labs Chemistry together TH 5/2/03

Wipro (Soft) Applying thought TH 5/2/03

Nokia (Cell phones) Connecting people ET 5/2/03

Malaysia Airlines Going beyond expectations BI Jan 20 – Feb 2

03

Jagan Institute of

mgmt

Developing the corporate leaders of

tomorrow

Indian mgmt

Jun 03

UTI (MF) For you better tomorrow CFA Jan 2003

A slogan should be campaignable

When the slogan works across a series of advertising executions, the slogan said to have

some shelf life. For different ads with different story boards, if the same tagline used, the tag

line said to be campaignable.

For example:

Pepsi (Soft Drink) Yeh dil mange more

Telco’s Tata Indica More car per car

Reliance infocomm Karlo duniya mutti mein

Nokia cell phones Connecting people

BSNL (telecom) Connecting India

Wipro Soft Applying thought

Boost (energy drink) Boost is the secret of our energy

Raymond Garments & clothes The complete man

H BO (TV channel) Simply the best

Voltas (ACs) Acs with IQ

Note: Source is not mentioned as the slogans are found in every advertisement



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A slogan should not be usable by a competitor

One should not be able to substitute a competitive brand name and use the slogan.

Further a little modification in the line which does not lead to any change in the theme conveyed

by the companies.

For example


Nokia (Cell phone) Connecting people ET 5/2/03

BSNL (Telecom) Connecting India ET 5/2/03

SBI (Home loans) with you all the way Reader’s Digest,03

TATA AIG (Insurance) with you always BI,Jan20-Feb 2,03

HDFC (Home loans) with you, right through Readers Digest Jan 2003

LIC (Insurance) with you all the time FI,31/1/03

Bank of Baroda Banking on Relationships BI Jan 20 Feb 2 03

The Ohanalakshmi bank

Ltd Relationships forever Fortune India 31/1/03

AIMA Excellent in mgmt. CFA Jan 2003

ICFAI In search of excellence India Mgt Jan 2003

Slogan should be original

Originality is king. Originality stands out. Originality improves the chances of impressing

the message on target group. But, originality is hard to come by except with creative process.

For example:


Business Today (Business magazine) For managing tomorrow BT any issue

sMaruthi (Wagon R) Inspired Engineering Readers Digest Jan 03

Telco (Tata Indica) More car per car TOI 3/2/03

Pepsi (soft drink) Yeh dil mange more TOI 5/2/03

Sansui (TVS) Better than the best DC 3/2/03

Philips (TVS) Let’s make things better, TOI 3/2/03

Ing vysya Adding life to insurance BE quiz book, Jan 2003

MRF (Tyres) Tyres with muscle Eenadu 1-2-03

Slogan should be simple

Simple means it should be short and in simple word so that the target market understand

and get impressed. Being simple excludes many things. conversely accommodating too many

meanings in a simple phase requires high thoughtfulness. But the most common folly is missing

out the best in the endeavor to express the best. Simple words can tell simple things but not big

ideas. Being too simple is tantamount to mediocrity unless some rhythm, rhyme and magic are

built in to it. Let us look at a few practices.




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DHL Worldwide Express

(Cargo) The pulse of business TOI 28/1/03

Amity B-School We nurture talent TOI 3/1/03

Fenna (India ) (Industrial

product) Fit and forget BW 17/2/03

Andhra Bank (Credit Cards) First in service – best in

banking CFA Jan 03

Eureka Forbes

(Aqua guard water purifier) your friend for life

Brand Equity quiz book

Jan 03

LG Electronics (Electronics) Expand your life DC 4/2/03

Thompson (TVS) Happy technology to you TOI 3/2/03

Slogan should be neat

A neat slogan helps portray the product progressively in the punter’s perception. For example:


PC Quest (computer magazine) Enhance your computing PC Quest any issue

Nestle (Nesthum) Light & Nutritious TH 30/1/03

Britania (biscuits) Eat healthy, think better TH 6/2/03

Slogan should be believable

Poetic expressions and exaggeration is seen on the end lines, such as:


HSBC Bank (Credit Cards) The world’s local bank Reader’s Digest Jan 03

Aaj Tak (News Channel) The nation’s best news chann BT 2/2/03

Seagram’s (Music products) Above it all BT 2/2/03

Mahindra & Mahindra

(Scorpio Zeep) Nothing else will do BI Jan 20 Feb 2m 2003

Sansui (TVS) Better than the best DC 3/2/03

Servo (Engine Oil) World Class engine oil CFA Jan 2003

LIC (Komal Jeevan) Zindagi ke saath bhi, Zindagi ke

baad bhi,

Brand Equity Quiz

Book, Jan 03

Firmly anchored on truth, honesty and simplicity, the phrases lend themselves to be

believable. Overstatement as well as understatement will stifle believability. Take a look at a

few cases.

Slogan should help when customer ordering the product or service Slogans distinguish some from the other in the product line or choice set. They facilitate

customers’ communication with the selling, obviating wrong shipments. The cases in point are:




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BMW I want to have the ultimate driving

machine AXN Channel

Weight watches Give me taste, Not waist, HBO Channel (Meals)

Fed Express why fool around with anyone else, HBO Channel

Slogan should not be in current use by others

The more different users of a slogan, the less effective it is. Banker and insurance

companies and also telecom companies use more or less same meaning giving or with same

words in their slogans. The mission, strategy and message of two brands may be the same. But

each of them should occupy a distinct slot in the consumers’ mind. This is what brand

positioning is all about. The slogan in most cases expresses its position. If the positioning is

proper, this slogan will not be in current use by any other brand. Take a look at a few cases.


AIMA (B-School) Excellent in management Indian mgt Jan 03

ICFAI (B-School) In search of excellence TH 5/2/03

SBI (Home loans) with you all the way

Readers Digest Jan

03

HDFC (Home loans) with you right through TOI 3/2/03

LIC (Insurance) with you all the time

Fortune India

31/1/03

TATA AIG (Insurance) with you always BI Jan 20-Feb 2 03

Bank of Baroda Banking on relationships CFA Jan 2003

TheDhana Lakshmi Bank ltd Relationships for ever CFA Jan 2003

Slogan should not be bland, generic or hackneyed

Slogans that are bland, redolent of mom and aprole-pie, clearly suffer a weakness. Almost

any brand could use these lines and lines are dull and monotony. For example


UTI (MF) For you better tomorrow CFA Jan 2003

Union Bank of India Good people to bank with Readers Digest Jan 2003

AIMA B-School Excellence in mgmt Indian Mgt Jan –03

GE Country wide

Consumer Financial

Services

We bring good things to life DC 10-2-03

West Bengal IDC Making things happen Indian mgmt Jan –03

Slogan should not prompt a sarcastic or negative response

Malaysia Airlines: Going beyond expectation , BI Jan 20/Feb 2 2003

(Expectations differ from passenger to passenger)

Fiat Palio (4 wheeler): Technology to the max, DC 6/2/2003 (Can you define the max

limit of the Technology)



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Ing Vysya life insurance : Adding life to insurance , Brand equity quiz book Jan 2003

(How can it be possible?)

Slogan should not be pretentious

This is called pomposity test. ‘Promise less and deliver more’ mind set leads to high

customers’ satisfaction. Promising what is not possible will only result in fast slide of the brand

along graph line of satisfaction and loyalty to customers. A slogan should give the true spin of

importance for example:

IIPM –B – School: What we teach today the other adopt tomorrow

Community (Digital copier): We are in your corner, BI, Jan 20 /Feb 2003

Birla sun life insurance: Your dreams our commitment, BI Jan 2/Feb 2 2003

AFL private (Cargo): Where movement is a science, FI 31/1/03

Slogan should not be negative

Negative Advertising is hard to justify and some times the negative slogan confuse

the customer, such as

Yashoda Hospitals: We hope you will never need us, TH 8/2/2003

Slogan should not neck of corporate waffle, hence sounding unreal

For example

DSP Merrill lynch (MF): Bullish on life, TOI 11/2/03

(Onida) MNC Electronics (Black TV): It will change your world DC 3/2/03

KLA Electronics (UPS): Leadership beyond compare, Data Quest 31/1/03

South Eastern Railways: Striving for excellence DC 10/2003

Slogan should not be a ‘so what’ ? or ‘Ho-hum’ statement

For example

Bharat overseas Bank Ltd, A bank owned by 7 banks (‘so what ?’), CFA Jan 2003

Slogan should not make you say “ oh yeah??”

For example:

Apex Academy (IIT /JEE coaching): We take your career as seriously as you do!

TOI 10/2/03 (“o w yeah!”)

Videocon (Electronics): Technology for health and pleasure,

Brand Equity Quiz Jan 03, (“oh yeah!”)

Patni computers: worldwide partnership, world wide solutions,TOI 5/2/03

(“oh yeah!”)

Slogan should not be meaningless and complicated or clumsy

For example

AFL Private (Cargo): Where movement is a science, FI 31/1/03

Yamaha (Enticer 2 wheeler): Blue blooded Yamaha, TOI 4/2/03



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Slogan could be trendy

It implies that a slogan should be as short as possible

i) Single word slogans are :

Compaq & HP: ‘Invent’ , Data Quest 15/1/03

Apollo Tyres: unstoppable , BI Jan 20/Feb 2 2003

ii) Two or three words slogans and three terse ideas such as:

The new Indian express (news paper ): ‘ Sarvathra Vijayam’ Newspaper any day

Business Today: For managing tomorrow , BT any issue

Maruthi Vagon R: Inspired Engineering, Readers Digest Jan 2003

LG Electronics: Expand yourself, TOI 3/2/03

Syndicate Bank: Reliable, Responsible, CFA Jan – 2003

Jaypee institute of mgt : Education, Enlightenment, Empowerment, TH 12/2/2003

Khazana Furniture: your status, your taste Your class, our solutions,TH 15/2/03

Discussion and Conclusion

Slogans with power-packed words conveying what the brand stands for are handy tools,

for all companies big and small. One is yet to see a brand which expresses itself without words.

Integral to brand building unequivocally are slogans. Slogans and non verbal messages

reinforce each other in communication effort.

A unique and winning slogan should be a product of aggressive brain churning done by

more than one individual over a considerable length of time rather than just a few hours.

Slogans framing calls for pooling of talents, clarifying of vision, visualizing of the graph line

of products growth and evolving of a communication strategy. The exercise involves efforts of

many creative people cutting across all echelons of organizational hierarchy, but primarily with

a lead role assumed by top brass. Efforts and seriousness shown in slogan making foretells the

future success of the brand, since it covers a wide range of decisions including strategic as well

as tactical ones, if at all right decisions are anything to do with brand’s success. Slogan framing

if interested to ad-hoc advertising professionals will be ill-fated unless the professionals are

thoroughly familiar with the brands and its strategization through their long association with

the brand.

Focus on slogan making is focus on an area of paramount importance since it touches on

strategization and communication. The analysis has boiled down to identification of chief

functions of a slogan and critic for effective slogan. The functions of an effective slogan are:

a) Credibility b) Convenience of recall c) Communicational ease d) Creative

distinctiveness which is called “4C’s testing framework”. “4C’s testing framework”

cannot only help evaluate the effectiveness of a slogan but also create a new winning

slogan.

The first and foremost function of slogan is establishing as well as maintaining

credibility for the brand. Timothy prescribes that it should be believable, should not be

pretentious, should not be unreal, capable of invoking positive feelings, tout key benefits,

represent personality of the brand and trigger deep strategy oriented thought process.



………………………………………………………………………………………………………………………

Secondly, the slogan should help recall the brand name and the slogan itself. The

prescriptive phrasing is that the slogan should be memorable, simple, and neat and reflect

brand’s strategic orientation.

Thirdly, the slogan should be of high creative distinctiveness, which of course is a

product of high-rung creative thought process. The prescription for achieving this functionality

is that the slogan should be trendy, original, differentiate and personality reflective. It should

not be bland, generic, hackneyed and should not generate lackluster responses like so-what,

ho–hum, oh-yeah etc. it should not be already in use by others and preferably should hedge

itself against authorized or unauthorized use by competitors. It should not be a source of

negative responses. Perhaps sarcastic phrasing will invoke negative responses only.

Lastly, brand and business depend heavily on ‘communicational ease’ of the message

and slogan which is the subject on hand. The slogan should be campaignable and capable of

providing ease of ordering a product by a customer. It should not be sarcastic lest negative

responses are brought forth.

Fig 3. 4C’s TESTING FRAMEWORK

CREDIBILITY CONVENIENCE

OF RECALL

CREATIVE

DISTINCTIVE-

NESS

COMMUNICATIONAL

EASE

- Believable

- Not pretentious

- Not unreal

- Source of

positive feeling

- speaks of key

benefit.

- Memorable

- Aids in brand

recall

- Simple

- Neat

-Strategic

- Trendy

- Not bland

- Original

- Not in use by

others

- Makes the brand

standout

- Non-encroach

able to

competitors

- Does not

generate

lackluster

responses

- Campaignable

- Ease in Ordering

- Not sarcastic

- Not a source of

negative responses

References

i) American Marketing Association, Marketing Definitions, A Glossary of Marketing terms

Chicago, 1960, P - I9.

ii) Stanton, W.J., Fundamentals, of Marketing, McGraw-Hill Co,1994, p-502

iii) Haunsen, Harry J , Marketing text : Techniques and cases, p 63

iv) Shipario, Irving J., ‘Marketing Terms: Definitions Explanations and / or Aspects, SMC

publishing company, New York , 1973, p3

v) Kotler P., Marketing Management: Analysis, planning, implementations and control, 9th

Ed, PHI New Delhi 1997, p 637.



………………………………………………………………………………………………………………………

vi) Foster Timothy RV , How Ad Slogans Work, www.adslogansunlimited uk

vii) Whittier Charles L, Creative Advertising, www.adslogansunlimiteduk

Notes: the following are the expansion of the used abbreviations:

CFA: Chartered Financial Analyst

DC : Deccan Chronicle

TOI: Times of India

BT : Business Today

TH : The Hindu

FE : Financial Express

ET : Economic Times

BI : Business India

FI : Fortune India

http://www.adslogans/

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