Marketing Communications

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Marketing Communications
Advertising Techniques

SLOGAN: a slogan should be an essential sales reason put forward to support the quality of the product
or service expressed in as few words as possible. A good slogan will encapsulate the essential sales points
into a phrase that will attract the prospects and can also be remembered easily by them. The slogan
should also bring the brand name to the prospect’s mind. An advertiser can use these guidelines to
determine a good slogan:

1. A slogan should be short – the shorter the better, but not more than seven words.


2. A slogan should easily be remembered. It can contain an uncommon through, rhyme or
   the like.


3. A slogan should be original; it should contain an idea not being used by other slogans.


4. A slogan should include a good quality of the product being advertised.


5. A slogan should contain the brand name of the product or if appropriate, the name of the
   advertiser’s company.


6. A slogan should be capable of being used in multiple media. It should be effective in
   broadcast as well as print media.


7. A slogan often comes in form of ‘pay-off ’ lines in the advertising copy.

BRAND NAME: a brand name identifies a product or service and distinguishes it from other brands in
its class. An advertiser can follow these guidelines in their product or forming a brand name:

1. The brand name should be as short as possible. One-word brand names are superior to
   those using multiple words. For example, OMO a brand name for a detergent.


2. The brand name should be one that can be easily remembered. The use of a product quality
   helps people to remember.


3. The brand name should be creative. It should not suffer from sameness or lack of originality.


4. The brand name should be easy to pronounce in only one way. The possibility of more than
   one way to pronounce a brand name makes buyers hesitant to ask for it.


5. The brand name should have no unpleasant associations, as these may keep people,
   consciously or unconsciously, from asking for the product.


6. The brand name should be checked by language experts to make certain it has no unfortunate
   meanings in foreign languages.

LOGO: a logo is usually used in combination with a brand name. It is an artistic device, as distinctive
lettering, a design, insignia, picture or other visual devices used in combination with a brand name or
trademark or trade name, to reinforce and distinguish the identity of the product, brand or corporate
image. Logo could be registered under the applicable company laws; such registration confers a statutory
monopoly of usage on the owner.