提携研究機関誌からの論文紹介 The Advertising Research Foundation 『Journal of Advertising Research』より Are You In Good Hands? : Slogan Recall : What Really Matters

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.