advertisement slogans and jingles

Phrase or sentence used repeatedly in the advertising of a product or service that, through its repetition alone, eventually comes to identify the product or service is called advertising slogans. Essentially, slogans serve one of the two basic functions: to communicate an idea that manufacturers want associated with either the product or service such as “The science of sound” by Technics stereo equipment, or to retain continuity within an advertising campaign. A famous example of the latter is “Ask the man who owns one” associated with the Packard automobile of the 1930’s.This particular slogan has been remembered throughout the years, long past life of the product, and is often used in other contexts. Advertising Jingles have always been the heart and soul of TV commercials. Whether it be Washing Powder Nirma or Lifebouy, Ad Jingles say it all.

A musical ad jingle is remembered over years. Some Jingles have become the identity of the products while some are hard to remember. Whereas, advertising slogans are short, often memorable phrases used in advertising campaigns. They are claimed to be the most effective means of drawing attention to one or more aspects of a product. A strap line is a British term used as a secondary sentence attached to a brand name .Its purpose is to emphasize a phrase that the company wishes to be remembered by, particularly for marketing a specific corporate image or connection to a product or consumer base. There are different kinds of slogans in the world: business, commercial, political etc. Among these commercial slogans are the most creative one in the world. Today we can sell the brand with the help of slogan.

celebrity endorsement

McCracken's (1989) definition of a celebrity endorser is, "any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement”. Friedman and Friedman (1979) found empirical evidence that, in the promotion of products high in psychological and/or social risk, use of celebrity endorser would lead to greater believability, a more favorable evaluation of the product and advertisement, and a significantly more positive purchase intention. Advertising endorsers are often famous celebrities or experts who hold expertise, awareness and attractiveness. They can transmit product messages to catch consumers’ eyesight in a short time and further enhance consumer purchase intention. Thus, advertising endorsers has become one of major advertisers’ advertising strategies in their advertising plans. Endorsers must be reliable and have positive characteristics that relate with a product or a brand. So, business advertisers must evaluate whether an endorser’s image matches with a product image and choose one advertising endorser. In other words, if an endorser can connect well with a product, it can intensify consumers’ memory on brand awareness and image of a product. Miciak and Shanklin (1994) pointed out that a celebrity’s exposure rate can stimulate consumers’ familiarity on a product. When consumers’ familiarity of a product increases, consumers’ confidence and their product preferences and attitudes on will also rise.

importance of advertising

 Marketing mix has four subsets i.e. product, price, place and promotion and advertising is a component of promotional mix, which is used to create awareness about product and services for taking purchase decisions. Marketers use these types of tool for communication purpose. Advertisement evolves date back in the ancient times. Different societies used different types of symbols for the promotion of the products and services for attracting consumers. However, these pictures were used for a limited area for promotion. In modern time, advertisement has become important way to promote products and services and is used for communication purpose. No company can become a market leader unless they invest lots of their investment in promotional purposes. The major aim of advertising is to impact on buying behavior; however, this impact about brand is changed or strengthened frequently people’s memories. Advertising can create a unique personality for a brand which is the key to sparking customer’s desire and can s also used to reduce overall selling costs. For example, many companies are successful in creating their own brand loyalty because of their quality, taste and especially advertising. Advertising is used primarily by the firms to achieve sales by informing the consumers about new or improved products.