Catchy phrases in advertising include BMW's "The Ultimate Driving Machine," McDonald's "I'm lovin' it," Allstate's "You're in good hands," Apple's "Think different" and Nike's "Just do it." These catch phrases all started out as slogans created by ad agencies and became popular, ultimately entering the common vernacular.Know More
Many consider Nike's "Just do it" to be the greatest catch phrase of all time, states Adweek. The advertising agency Weiden & Kennedy, which is based in Portland, Ore., created it more than 25 years ago. Agency co-founder Dan Weiden came up with the line "Just do it" in only 20 minutes. It subsequently served as the "big idea" that integrated disparate communications across all marketing channels for almost three decades, states Adweek.
According to one advertising research study, two factors tend to increase the probability that an advertising slogan becomes a popular catchphrase. The first factor is the size of the marketing budget with which the catchphrase is promoted. The second factor is the length of the slogan; relatively short slogans are more likely to become popular.
Contrary to popular opinion, other design elements, including rhyming, the use of jingles or slogan complexity, have little to no impact on whether a slogan becomes popular or not.Learn more about Advertising
Nike promotes its products by emphasizing its swoosh logo and using celebrity athletes. The brand focuses on using sports stars who are receiving a lot of media attention, like Tiger Woods at the height of his affair scandal.Full Answer >
Of all the forms of marketing communication, advertising offers a business the most control over the format, timing and placement of a message. This control includes selection of the optimum media to reach the targeted audience, to fit a budget and to project the desired image.Full Answer >
Relative to public relations and other forms of marketing communication, advertising offers a business greater control of its messages and the ability to adapt over time, while primary drawbacks include cost and the fact that there is no guarantee of a reasonable return on investment. Additionally, measuring the return on investment is often difficult.Full Answer >
Bandwagon advertising refers to campaigns that attempt to convince individual consumers to purchase a product or service based on the idea that many others are purchasing it, making it tempting for the individual to do so as well too. The notion that making the suggested purchase gives the consumer a particular experience or feeling is key to the bandwagon experience. This is one of the most popular advertising techniques.Full Answer >