Slogan writing

 Advertising slogans are short phrases used in advertising campaigns to generate publicity and unify a company's marketing strategy. The phrases may be used to attract attention to a distinctive product feature or reinforce a company's brand.

A slogan is a memorable motto or phrase used in a clan, political, commercial, religious, and other context as a repetitive expression of an idea or purpose, with the goal of persuading members of the public or a more defined target group.

A slogan (/ˈsloʊɡən/) derives from the Gaelic "sluagh-ghairm" (an army cry). Its contemporary definition denotes a distinctive advertising motto or advertising phrase used by any entity to convey a purpose or ideal. 

This is also known as a catchphrase. Taglines, or tags, are American terms describing brief public communications to promote certain products and services.

 In the UK, they are called end lines or straplines. In Japan, advertising slogans are called catch copy .

Slogans and their accompanying campaigns are some of the best tools advertisers have to connect with their audiences. They give integrity to a brand or product. They are a quick and efficient way to grab attention and build awareness around a given product or brand. But even though these short phrases look like they’re easy to create, a lot of time and effort has to go into to crafting a perfect slogan, especially if you want it to stick in people’s minds and persuade them to act. So what goes into crafting a famous slogan?

Slogans are used to convey a message about the product, service or cause that it is representing. It can have a musical tone to it or written as a song. Slogans are often used to capture the attention of the audience it is trying to reach.

A slogan is a phrase, usually only a few words in length, that is highly memorable. Good slogans are punchy, effective, and powerful snippets that advertisers use to promote a product, brand, company, or certain aspect of a given product.

Slogans often appear with the logo of a brand, and usually their goal is to emulate the mission statement of an organization or the intention behind a product. Slogans can be highly effective for advertisers; if they can create one that sticks, they can craft a lasting image of the organization that will exist maybe even years after a product has left shelves.

Red Bull — “Red Bull Gives You Wings”

Nike – “Just Do It”

Walmart – “Save Money, Live Better”

Disney – “The Happiest Place on Earth”

McDonalds – “I’m Lovin’ It”

Apple – “Think Different”

 Nikon — “At the Heart of the Image”

Adidas — “Impossible Is Nothing”

Gillette — “The Best a Man Can Get”

Visa — “It’s Everywhere You Want to Be”

 The New York Times — "All the News That's Fit to Print"

 Panasonic — “Ideas for Life”

Google — “Don’t Be Evil”

7 Up  — "The Un-cola"

The art of slogan writing

1. Keep it Short and Simplicity

a slogan  needs to be short. Generally, keeping a slogan under eight words, will ensure that using all 8 words as effectively as possible. 

The main element that all effective slogans share is that they are simple. They convey a simple message that is easy to remember. One of the best is Target’s “Expect more. Pay Less.” The message is obvious: you can buy a lot of stuff cheap at Target, yet it is easy to remember. A consumer will be able to get the message instantly from that catchphrase.

2. Lasting Impression

The next characteristic that all effective taglines display is that they are memorable. A prime example of this is the classic slogan: “It’s the Real Thing.” When most of us think of Coke, we remember the tagline. It’s different and it is memorable, but it conveys a simple message: there is only one Coca-Cola and it is worth paying for.

3.  Brand Enhancement

Any catchphrase you develop should compliment and strengthen your brand.  State Farm’s tagline never seems to change.  It’s, “Like A Good Neighbor, State Farm Is There.”  Given that there entire brand revolves around better service, local agents and more comprehensive coverage, that simple line speaks to all three in a memorable way.  If they used Geico’s very casual, price-oriented, “A 15 minute call could save you 15% or more on car insurance” it would feel ill-fitting for their brand and their value proposition. 

4. Don’t Get too Fancy with Your Word Choice

When it comes to word choice, keep it simple. 

5. Be Honest

 A slogan should  honestly portray a product or brand. .

6. slogan is to current one not expire

Don’t include references to current events or social/political climates. The world is always changing, evolving, and growing. Slogan must be  current, it won’t be relatable into the future.

7. Make Sure its Powerful without any Added Effects

The most successful famous advertising slogans can stand alone.  Slogans run alongside logos but don't need any context or boost from other images and phrases

Best Indian Brand Slogans

Indian  Brand	Slogan
Amul	The taste of India
Pepsi	Yehi hain right choice baby
Thums Up	Taste The Thunder
Surf Exel	Daag Acche Hai
Tata Safari	Reclaim Your Life
Asian Paints	Har Khar Kuchch Kahta hein
Air Deccan	Simplifly
Rasna	I love you Rasna
Frooti	Fresh N Juicy
Coca Cola	Thanda Matlab Coca Cola
Raymond’s	The Complete Man
Bajaj	Hamara Bajaj
Dairy Milk	Swad Zindagi Ka
Bingo	No Confusion, Great Combination
Boost	Boost is the secret of our energy
Polo	The mint with a hole
Lifebuoy	Lifebuoy hai jahan, tandrusti hai wahan
CEAT	Born Tough
MRF	Tyres With Muscle
Idea	An Idea can Change your life
Hutch	Where ever you go , our network follows
Maggi	Taste Bhi, Health Bhi
Ondia	Neighbor’s Envy , Owner’s Pride
Kingfisher	The King of Good Times
Airtel	Express Yourself
Fevicol	Fevicol ka mazboot jod hai Tootega nahi!
Hero Honda	Desh ki Dhadkan
Indian Army	Do you have it in you?
Malaya Manorama	Nobody Delivers Kerala Better
Tata Sky	Isko laga dala to life to life zinga lala
LIC	Zindagi ke Saath bhi, zindagi ke baad bhi
Nike	Bleed Blue
Wills	made for each other
Lux	Beauty bar of film stars
Chlormint	Dobara mat poochna
Tata Salt	Desh ka namak
Big Bazar	Isse sasta aura cha kahin nahi
The Economic Times	Journalism of Courage
Videocon	The Indian Multinational
Mentos	Dimag ki batti jaja de
Kit Kat	Have a break, have a kit kat
Red FM	Bajate raho
Radio Mirchi	It’s Hot!
Taj Mahal	Wah Taj!
Telegraph	The Unputdownable
ICICI	Hum hain na
Sprit	Bujhaye pyas, baaki all, bakwas!
Alpenlibe	Jee lalchaye, raha na jaye
Lays	No one can eat just one
HDFC std Life Times of India	Jiyo sar utha ke Practicing Journalism of courage What companies do these famous slogans belong to? 1.      “I’m loving it” _________________________________________ 2.     “The fresh food people” _________________________________________   3.     “Oh, what a feeling!” _________________________________________   4.     “Maybe she’s born with it, maybe it’s _______” _________________________________________   5.     “Work Rest Play” _________________________________________   6.     The burgers are better at _________” _________________________________________   7.     “There are some things money can’t buy, for everything else, there’s ________________”     8.     “It gives you wings” _________________________________________ 9.     “Just do it” _________________________________________   10. “___________, the best a man can get”   11. “Think Different” ________________________________________ 12. “Life’s good” _________________________________________   13. “Have a break, have a __________”      _________________________________________ 14. “Impossible is nothing” _________________________________________ 15. “Finger-licking good” _________________________________________ 16.  “Eat Fresh” _________________________________________ 17. “Lucky, you’re with ______” ________________________________________ 18. “For a hard earned thirst” _________________________________________   19. “Tired? Stressed? You’ll feel better on ______” _________________________________________

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Layout of Ad Copy (Six Layouts)

ADVERTISING LAYOUT: 

Layout is a plan, arrangement, overall structure, blue print of advertising copy. 
It arranges headlines, sub-headlines, slogans, illustrations, identification marks, text body etc., in a systematic manner.

 According to Sandage and Fryburger, advertisement layout is defined as “ The plan of an advertisement, detailing the arrangement of various parts and relative spatial importance of each is referred to as layout” 

It includes headlines, slogans, test, illustrations, pictures, sponsor, and logotype.

It is a physical arrangement of presenting the message. It is like a map, design, or structure of advertising message. It is a technical job that requires a high degree of expertise, skills, and experience. All ingredients are presented in such a way that attracts the reader, listener, and/or viewer to attend the advertisement.

Order must be decided carefully.

Practically, an advertising copy includes one or more of the following parts:

1. Headlines:

 Headlines are crucial for print advertisements. They include attractive description written in colorful bold letters at the top or anywhere in the advertisement. Attractive fonts are used to make the headline eye-catching. Headlines may contain slogans. 

Mostly, headlines are written in bold letters. Headlines suggest major benefits, offers, or time limit. For example, special offers open only for two days.

 2. Slogans:

Slogans are made of words and sentences. They are expressed in a rhythmic manner. Slogans are used for every type of advertisement such as TV, radio, outdoor, and print media. Slogans are presented or written at the beginning, at the middle, or at the end of advertisement.

In audio-visual media, a slogan is presented with musical effect by using persons or cartoon characters. Slogans have popularized some brands and companies.  Slogans are indicative of key themes the advertiser insists to appeal the audience.

3. Text:

The text is the central part of ad copy. It contains a description. It is prepared with reference to advertising objectives. For example, a company gives more description if company’s objective is to provide more information. Text should neither be too lengthy nor be too short. Text includes theme or appeal to the customers.

It describes major benefits of products. The claim must suggest an absolute or a comparative superiority of the products. Most text shows product benefits, special offers, time, availability, quality, etc. Text is prepared differently for different media. For example, space is important for print media; time is important for audio-visual media; size is important for outdoor media.

 4. Illustration:

Illustrations are used to make the advertising claim clear and attractive. Here picture, character, cartoons, charts, etc., are used to illustrate an use of the product. In the illustration, claims are made through celebrities. In many cases, they are shown using the products.

TV advertisement uses film stars, artists, or cricketers to illustrate the use of the product.

5. Pictures:

Use of pictures is more or less similar to illustration. However, pictures are more relevant to print media. Pictures include products, brands, persons, etc., presented in systematic manner. Here, also, products and brands are associated with film stars, cricketers, and well-known cartoon characters.

6. Sponsor and logotype:

 Ad copy also includes name of company, sponsor, brand or logotype to assist customers recognize the name of producers and/or marketers. Name of producer or logotype is kept either at the beginning or at the end of advertisement. Some advertisements include full name and address of company, including registered office, regional offices, its website, e-mail, phone, fax, etc. Use of sponsor or logotype popularizes name of a company along with products and brands. In audio-visual advertisements, the name of company is shown and/or spoken.

function of layout 

1) Assembling different parts: 

 The main function of layout is to assemble and arrange the different parts or elements of an advertisement illustrations, heading, sub-headlines, slogans, body text and the identification mark, etc., and boarder and other graphic materials – into a unified presentation of the sales message. 

 2) Opportunity of Modification: 

 The layout offers an opportunity to the creative teams, agency management and the advertiser to suggest modification before its final approval and actual construction and production begins. 

 3) Specification for costs: 

 The layout provides specification for estimating costs, and it is a guide for engravers, typographers, and other craft workers to follow in producing the advertisement. 

4) Brings together copy writer and Art Director: 

 Every advertisement is the outcome of the contributions of specialists. The services of creative persons are required like visualizes or idea-men, copy writer, art directors, artists, photographer, type - setters, block-makers and the printer. 

5) Guide to the copy specialists: 

 Layout serves as a reliable guide to the specialists such as type-setters, engravers, printers and other craftsmen. These are the person who actually prepare the advertisement for use in print. 

Source

https://www.yourarticlelibrary.com/advertising/layout-of-ad-copy-six-layouts/48666

 

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TYPES/forms OF ADVERTISING

 Advertising is the promotion of a company’s products and services though different mediums to increase the sales of the product and services. Globally, advertising has become an essential part of the corporate world. Therefore, companies allot a huge part of their revenues to the advertising budget. Advertising also serves to build a brand of the product which goes a long way to make effective sales.

There are several branches or types of advertising which can be used by the companies. Let us discuss them in detail.

DIRECT MAIL

This is one of the oldest types of advertising media. Under this method message is sent to the prospective buyers by post. A mailing list is prepared for this purpose. Circular letters, folders, calendars, booklets and catalogues are sent under this type of advertising.

 

PRINT ADVERTISING 

The print media has been used for advertising. The newspapers and magazines are quite popular modes of advertising for different companies all over the world. The newspaper and magazines sell the advertising space. The quantity of space, the page of the publication, and the type of paper decide the cost of the advertisement. So an Advertisement  on the front page would be costlier than on inside pages. Similarly, an ad in the glossy supplement of the paper would be more expensive than in a mediocre quality paper.

 

Advertisements given in magazines are more descriptive and attractive. They are usually in colored form which depicts the product nicely and gives lasting impression to the reader. There are magazines or journals meant for general public and special class of people. There are exclusive magazines relating to industry, trade, finance and economics etc. There are also special magazines for men, women and children. The magazines have longer life and are very suitable for advertising specific goods.

 BROADCAST ADVERTISING 

This type of advertising is very popular all around the world. It consists of television, radio, or Internet advertising. The cost of the advertisement depends on the length of the ad and the time at which the ad would be appearing. For example, the prime time ads would be more costly than the regular ones.

RADIO ADVERTISING:

Radio advertising is very popular. The advertisements are broadcasted from different stations of All India Radio. The radio jingles are quite popular in sections of society and help to sell the products. The most important advantage derived from radio advertising is that it covers every type of listener whether illiterate or educated. It is a very effective medium for popularizing on mass scale various consumer articles. The coverage of this medium is wider extending to a large number of listeners. It ensures quicker repetition.

OUTDOOR ADVERTISING 

This type of advertising include different media like posters, placards, electric displays or neon signs, sky writing, bus, train and tram advertising. This is also known as ‘Mural advertising’. The main aim of outdoor advertising is to catch the attention of passer by within twinkling of an eye. This is the most effective medium of advertising. This is very suitable in the case of consumable and household articles like soaps, medicines, fans, shoes and pens etc.

 

The stalls are an easy outlet of the products and serve as information outlets for the people too. Organizing events such as trade fairs and exhibitions for promotion of the product or service also in a way advertises the product. Therefore, outdoor advertising is an effective advertising tool.

 

COVERT ADVERTISING 

This is a unique way of advertising in which the product or the message is subtly included in a movie or TV serial. There is no actual ad, just the mention of the product in the movie. For example, in ‘big boss show’  used the soft drinks, using cell phone for selfie  .

 PUBLIC SERVICE ADVERTISING 

As evident from the title itself, such advertising is for the public causes. There are a host of important matters such as AIDS, political integrity, energy conservation, illiteracy, poverty and so on all of which need more awareness as far as general public is concerned.

 

WINDOW DISPLAY

Advertising and Sales Promotion Page 24 It is a common method which is usually undertaken by retailers who display their products in the shop windows in order to attract the customers. This is also known as exterior display. It is the most effective and direct method of influencing the people. Window display has direct appeal to the onlookers. It is instrumental in arousing the desire to purchase in the prospective customers. It acts as a silent salesman.  This type of advertising has gained much importance in recent times and is an effective tool to convey the message.

FILM ADVERTISING:

This is also known as cinema advertising. This also provides sight and hearing facilities like television. Short advertisement films are not prepared by big business houses which are sent to different cinema houses to be shown to the audience before the regular shows or during the intermission. It has more repetitive value but not to the same viewers.

ONLINE ADVERTISING

Online advertising is one of the most effective ways for businesses of all sizes to expand their reach, find new customers, and diversify their revenue streams. It includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising/ web banner advertising), and mobile advertising. Like other advertising media. 

Online advertising is important because your business isn’t going anywhere unless you can generate consistently high volumes of traffic to your websites over time.

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