Page 149 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 8: Advertising Strategy: Creative Execution

Slogans or Theme Lines and Taglines Notes

Many slogans are used as successful headlines (a series of ads run under an umbrella theme).
Slogan is a clever phrase that serves as a reminder of a brand, company image, or theme.
It provides continuity to a series of ads in a campaign and also helps creating a positioning
statement. DeBeers use the slogan, "Diamonds are forever," Nike uses the slogan, "Just do it," and
Philips slogan is, "Let's make things better." Taglines are used at the end of an ad to summarise
the point of an ad message to make it memorable (Let Us Make Things Better). A tagline used
consistently on all marketing messages becomes a slogan.
Seals, Logos, and Signatures

A seal is awarded when a product meets standards established by a particular agency or institute,
such as ISI mark, ISO 9002, or Energy Star etc. These seals provide an independent, valued
endorsement to the advertiser's product.
Logo and signatures are special designs of the advertiser's company or the product name. Logo
is distinctive mark that identifies brand or company. Signature is the name of company or brand
written in a distinctive type style. They appear in all the company ads, are immediately recognised
and give the product individuality at the point of sale, such as Apple, Muscleman of MRF,
Kellogg's, Intel Inside, and hp etc.

Visual Elements

Visual elements are a major component in print advertising and are the responsibility of artists
and/or photographers. The purpose of visual elements is to:

1. Capture the reader's attention.
2. Clarify claims made by the advertising copy.
3. Identify the subject of the advertisement.
4. Show the product in actual use situation.

5. Convince the readers about copy claims.
6. Arouse the reader's interest in the headline.
7. Emphasize the brand's unique features.
8. Create a positive impression of the brand or advertiser.
9. Qualify readers by stopping those who are legitimate prospects.

Layout

A layout is an orderly physical arrangement of headline, subheads, body copy, slogan, seal,
logo, signature, and the visual elements into a finished advertisement. It shows where each
component of the ad will be placed and gives guidelines to people working on the ad creation.
Copywriter learns how much space is available to work with and how much copy should be
written. It helps art director in determining the size of the visuals. Layouts are usually done as
rough and presented to the advertiser to get the preliminary approval.

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