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简短而有力的营销口号

时间:2016-02-13 17:20来源:www.ukassignment.org/ 作者:留学作业网 点击:
本文讲述了营销口号在广告中的重要性。简短有力的营销口号往往比广告中其他元素更加深入人心,是营销中的一大助力。
简短而有力的营销口号

口号不过是公司用于联系自身和品牌的一段简短的话。它通过回忆的方式传达了品牌标识的最高级的信息。从纸质文件到网站信息,它为传达本公司与其他公司的差异,公司环境,福利和对消费者的承诺提供了宝贵的机会。这一过程中沟通差异的一个宝贵的机会,解决方案或福利,从信纸的网站的一切承诺。事实上,好的口号发挥的巨大作用,是广告中其他因素所不能做到的。
 
它们可以强调、推进、明确、激励、激发兴趣,使公司更上一层楼,最重要的是在广告体验的最后提供关键回马枪,使得在其他一切在你的记忆中消逝时品牌口号仍然记忆犹新。你想想看,在过去的至少75年里,没有一个单一广告的外形或元素比将口号更加的可贵和强大。(唯一可能的例外就是顺口溜,它们大多是将口号融入到音乐中)。
 
Tagline Marketing Short But Powerful
 
A tagline is nothing but a short set of words that companies use to associate themselves with their company or brand. It communicates the highest priority message about your brand identity, in a reminiscent manner. It presents a precious opportunity to communicate point of differences, solutions or benefits, promises on everything from letterhead to website. The fact is taglines, good taglines, do important work that no other element in an ad could possibly do.
 
They can punctuate, urge, crystallize, energize, intrigue raise the bar, and, most importantly provide the crucial barbed hook at the very end of the advertising experience-that memorable little brand byte that stays with you when everything else within the ad has faded from your memory. When you think about it, for at least the last 75 years, no single advertising aspect or element has been more valuable, more powerful, and more engaging than the tagline (with the possible exception of the jingle which very often is a tagline put to music.)
 
口号和品牌-Tagline and branding
 
A tagline is a very important element of branding. It can be one of the best brand communication tools, if used right. However, you don't need a tagline always to have a successful brand. Some big brands such as Google don't use a tagline. But a fine tagline is the single-most powerful, condensed, compact expression of your brand that you can ever have.
 
Taglines show their real worth when you need to get your brand in front of people and connect with them in little space and time. The tagline is the first articulation of your brand. However, a tagline is not an explanation and shouldn't tell a long story. It needs to encapsulate the feeling you want people to have about you. For that reason, you should take great care in creating one. The key is having a clear sense of what your brand is.
 
Taglines are the first step and an integral part of brand building. Their value builds for years, and over time, a nice tagline can be your best and least expensive form of advertising. If your company name, logo and tagline are all working together as they should, they definitely become an ad in and of themselves. Then it doesn't matter what your company does, your tagline creates an opening impression. People will keep in mind a tag slogan even before a company name.
 
口号的价值-The Value of a Tagline
 
The point to be noted is that, like food, literature and art, the tagline can be meaningful, nay, priceless. And more so today than ever. Because, as the explicit sell becomes less present in ads, the presence of the tagline becomes more important. It is very often the sole bearer of the brand's message.
 
People memorize taglines for products from their early childhood. In fact, some taglines become so deep-rooted in the culture that they are familiar to people who hadn't even been born at the time the tagline was dynamic, and who never used the product.
 
Whenever a brand is born, it very often suckles at its tagline teat. Also, when a brand dies, the legacy it leaves is usually the tagline. (To quote just one of countless, if earliest, examples, when Standard Oil was taken over by Amoco, and then by BP, what did people retain of the original brand? You Expect More From Standard, And You Get It.) Granted, those of us who still retain that tagline are starting to die off; nevertheless, it far outlived the brand. Why? Because no other component has the latent to convey as much unforgettable, touching stuff about the brand, with such communicative economy. If the aim is to find a hook that will succinctly express your brand, and your customers' attitudes toward it, nothing else works as better as a tagline. No image, no headline, no punch line, no celebrity spokesman, no viral video, and no nothing sticks and communicates like a good tagline. Mostly, it is often the tagline alone which makes sense of the words and/or images which precede it.
 
Just Do It
 
And while the tagline, on the facade, may describe or express the benefit or the brand bond, on a deeper level, the tagline can itself be a critical component of that very bond or benefit. The tagline satisfies a deeply engrained, inherent human desire to wrap things up tidily and with a twist. This universally shared desire is often most sensitive in advertisers themselves. They just love that short and snappy, catchy, crystallized expression of what their brand is about. Apart from the corporate ego of it, a good tagline can assist everyone in the company stay determined. Satisfying this desire to wrap things up efficiently and with a twist, by itself, may or may not be sufficient explanation for using a tagline, but it certainly is, at a minimum, a happy by-product.
 
Nike was founded in 1978. While it was clear that Nike was a brand focused on footwear and sportswear, no one knew precisely what it stood for until 10 years later when the "Just Do It" campaign was launched.
 
Right away, the message began to echo. It was no longer about just a shoe or a pair of shorts; it was about a state of mind. You don't have to be an athlete to be in shape or tackle an obstacle. If you want to do it, just do it. That's all it takes. This tagline is a proof that a brand needs to give itself time for a tagline to marinate before anyone can truly understand what it means to its audience.
 
Shubh arambh..!!
 
Cadbury Dairy Milk encapsulates a gigantic breath of emotions, from shared values such as family togetherness, to the personal values of individual enjoyment. Essentially,it stands for goodness. A moment of pure magic.
 
In 2004, the `Kuch Meetha Ho Jaaye' campaign was launched, seeking to increase CDM consumption by making it synonymous with traditional sweets (Mithai). Having Amitabh Bachchan as the face and voice of the brand, the campaign went on to become a very huge success. People could relate to the commercials that were aired to promote Cadbury Dairy Milk. How many can forget the `Pappu Pass Ho Gaya' advertisement? The country cheered on as Pappu fell in love in the 'Pappu Love Test commercial'. Then came`Miss Palampur' and the country celebrated the beauty pageant with a difference. The 'Kenya' commercial that was aired in 2008 celebrated the true spirit of cricket and that of true sportsmanship. In 2009, it aired another commercial under the `Kuch Meetha Ho Jaaye' platform, called the `Pay Day' commercial.
In the year 2010, the `Shubh Aarambh' campaign was launched, drawing lines from the traditional Indian custom of having something sweet before starting off with something new. With `Shubh Aarambh', Cadbury took the Dairy Milk journey a step further into the hearts of its million lovers.
 
口号的未来-The Future of the Tagline
 
If the tagline were no longer filling a need, it would have no endurance value and would plainly disappear. But taglines continue to dominate the advertising landscape as they have throughout the course of advertising. The need is clearly still there. The task of advertisers and the tagline writers they rely on is to revalue the tagline, to dig deeper to find the nugget, the little piece of pith that rings true, that emanates from the true voice of the brand.
The point is, taglines are here to stay, and that too for good reason. Our environment is saturated with commercial messages. The need and desire to be quick and entertaining in the broadest sense is increasing exponentially. As advertising adapts to increasing pressure to communicate even more succinctly, and to up the entertainment value, the tagline becomes a more and more valuable means by which to achieve those ends. And so goes the line -
"A good tagline is one of the least expensive forms of marketing you can develop and use."
 


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