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Research Reveals Why Certain Slogans Work and Others Don’t

Released: 23-Jun-2014 11:00 AM EDT
Source Newsroom: Texas Tech University
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Newswise — Subway’s “Eat Fresh” and the Marine Corps’ “The Few, the Proud, the Marines” are some of the most-liked slogans by consumers, the study finds.

When it comes to company slogans, a Texas Tech University researcher has found that certain aspects might not be as effective for consumers as conventional wisdom has thought.

“Conventional wisdom expects aspects like jingles to be an important aspect of a slogan, but we couldn’t find any support for that theory,” said Mayukh Dass, associate professor of marketing. “We also couldn’t find any likeability based on advertising budgets or slogan length.”

Instead Dass found that respondents in and around large and diverse metropolitan areas in the U.S., tended to prefer slogans based on clarity of the slogan’s message, the exposition of the benefits, rhymes and creativity.

A list of their favorite slogans:

- “The Few, the Proud, the Marines,” (U.S. Marine Corps)
- “What Happens in Vegas, Stays in Vegas,” (City of Las Vegas)
- “Eat Fresh!” (Subway)
- “Easy Breezy Beautiful Cover Girl,” (Cover Girl).

See more here.

Find Texas Tech news, experts and story ideas at www.media.ttu.edu or on Twitter @TexasTechMedia.


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