Journal article
Are You In Good Hands? Slogan Recall: What Really Matters
Journal of advertising research, v 53(1)
01 Mar 2013
Abstract
Slogans are very important in brand building, and recall is considered one of the most effective measures of slogan success. For this study, 220 respondents were asked to recall slogans. Factors impacting recall of the 150 short-listed slogans were investigated. The study relied on objective (rather than perceptual) data, and factored in the natural variance associated with the variables of interest in the marketplace without imposing the artificial constraints of lab settings. The results suggest that to improve recall, slogans should be retained for long periods of time and supported by extensive marketing budgets. When designing the slogans, care should also be taken to keep them short. However, contrary to expectations, none of the other design elements complexity of slogans, use of jingles, and use of rhymes had an impact on slogan recall.
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Details
- Title
- Are You In Good Hands? Slogan Recall: What Really Matters
- Creators
- Chiranjeev Kohl - Calif State Univ Fullerton, Fullerton, CA 92634 USASunil Thomas - California State University, FullertonRajneesh Suri - Drexel University
- Publication Details
- Journal of advertising research, v 53(1)
- Publisher
- Advertising Research Foundation
- Number of pages
- 12
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business
- Web of Science ID
- WOS:000342480300005
- Scopus ID
- 2-s2.0-84875163310
- Other Identifier
- 991019167876804721
InCites Highlights
Data related to this publication, from InCites Benchmarking & Analytics tool:
- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Business
- Communication