Saturday, November 20, 2010

Advertising effectiveness. Motto.

Effective may be considered such ads, which immediately also attracts the attention of the consumer. While working on commercials D. Ogilvie recommends the following principles and techniques:

Here are some of them:

• It is not necessary to register trademark in a specific color scheme. Legal protection extends only to those specific colors, while the supply of sign in black and white cover any of his performance in color;

• watch out for reproducibility, avoid small parts that merge with printing or any other reproduction;

• think carefully about color, composition, location of sign, so that He, along with packaging of goods to create a single memorable image.

Motto (slogan) - Shock line advertising, a short slogan, a short trope, or, as we have said, "battle cry" of the firm

All have become accustomed to such typical slogans:

• Melts in your mouth, not in their hands;

• STIMOROL - unique steady taste;

• Nowhere except in Mosselprome (Mayakovsky);

• Good to the last drop - the motto of the company Maxwell House since 1873;

• TEFAL: you are always thinking about us, etc.

We recall two basic objectives motto - to ensure consistent advertising campaigns and summarize key theme or idea, associated with the product or the company name. For example, the bag with crispy potatoes reads: "It's hard to eat just one!". The motto does not carry information for the consumer, but it creates emotional, subconsciously shaping attitudes to the manufacturer and advertised products. Good Slogan easily remembered, and hence in the brain Consumer laid sustainable positive attitude to the firm.

The motto of the good of its functionality. The same shock phrase can be used in television commercials, billboard advertising, newspaper ads, and even on product packaging or in a store window. This kind of "information Message eye purchaser. " That is why the motto is regarded as one of the permanent identity elements, along with trademark and company name.

Note that the slogan, in contrast to a trademark may vary with time. Coca-Cola Company over 100 years of existence has changed the slogan 98 times, and Trademark - never. Advertising and motto reflect the zeitgeist.

It is very difficult to formulate rules of good writing slogans. After all, even taking the same recipe, a wonderful hostess cake while the other received only a miserable likeness. Nevertheless, remember: the motto should be be clear, short, easily pronounceable. It is desirable to coordinate the rhythm of the motto with the product, use onomatopoeic features of the language, as well as the principle of pun, such as: Knorr - tasty and fast.

Make an attempt to mottoes grouped as follows:

1. Using friendly words and promises of good. You'll be pleasantly surprised affordability of our prices. User-friendly world of hotels.

2. Repetition of the same letters in each word of the proposal. "Day" - makes good. It's time to drink beer.

3. Repetition of words, sentences and their parts. It is easy to buy - easy to fly away. Sell millions - appeal to millions.

4. Use of uppercase letters, digits, graphic characters. Remember the beautiful pill RFP. Ramis II - a leader in the design.

5. The desire for simplicity and brevity. Mind and beauty: "Olivetti". Strength and Grace: Firm And Bu-Ai.

Ads consist of a set of elements (components). Now is the time to understand their purpose and capabilities to this end, we consider first major. These include the title, illustrations, subheadings, the primary text echoes the phrase, mottos (slogans), trademarks (logos) codes.

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