Idea Transcript
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……………………………………………………………………………………………………………………… SLOGANS USED BY INDIAN BRANDS: A BRIEF ANALYTICAL STUDY ON THEIR ROLE IN ADVERTISING EFFECTIVENESS Dr. Tapal Dulababu Professor & Principal The Oxford College of Business Management, No.32, 19th Main, 17th ‘B’ Cross, Sector IV, HSR Layout, Bangalore 560102 ABSTRACT Words used in their proper order and in a pleasing manner would readily be acceptable and obliged by the world. Advertising is a form of mass communication closely linked with the world of commerce and marketing. It is a powerful tool for the flow of information from the seller to the buyer. Advertising is an indispensable component of all sorts of business. Stewart H. Britt says “Doing business without advertising is like winking a girl in the dark; you know what you are doing, but nobody else does”. This paper explores whether the use of slogans for Indian brands play vital role in advertising effectiveness, and tells what message and features are to be conveyed by the use of slogans to make them effective. Key words: Advertising, Slogans, Nomenclature, Criteria, Effectiveness.
Advertising The word advertising is derived from the Latin word, ‘advertero’ which can be broken into ‘ad’ and ‘verto’ means ‘towards’ and ‘ I turn’ respectively. Literally, it means to a specific thing. The definitions committee of the American Marketing Association (AMA) defined (1960), advertising as “any paid form of non-personal presentation of idea, goods or service by an identified sponsor”. Advertising is purposeful communications designed with a view to specific objectives. Advertising attempts to persuade prospective buyers to buy a product/service. Stanton observes that “advertising consists of all the activities involved the presenting to a group a non-personal, oral or visual, openly sponsored message regarding a product, service or idea. The message called an advertisement is disseminated through one or more media and is paid for by the identified sponsor”. Hausen says that “advertising includes those activities by which visual or oral messages are addressed to the people for the purpose of informing them and influencing them either to buy merchandise or service or to act or be inclined favorably towards idea, institutions or persona featured. In contrast with publicity and other forms of propaganda, advertising messages are identified with advertiser either by signature or by oral statement. In further contrast to publicity, advertising is a commercial transaction involving payment to publishers or broad casters and others whose media are employed. Shapiro defines advertising as “a nonpersonal paid message of commercial significance about a product, service or company made to a market by an identified sponsor”. Advertising according to Kotler is “any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor”. Thus in developing an advertising program one must always start by identifying the market needs and buyer motives
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and must make five major decisions commonly referred as 5 m’s (Mission, Money, Message, Media and Measurement) of advertising shown in below figure 1: Message Generation Evaluation Selection Execution Social Responsibility Mission Sales goals Advertising Objectives Money (Budget) Factors determining budget are Stages in PLC Mkt share & consumer Base Competition Ad frequency Product substitution ability Media Reach, frequency impact Major media types Specific media vehicles Geographical medium allocations Social Responsibility Measurement Communications impact Sales impact Message Message is a product of creativity. Creativity is the ability to produce original ideas. Creativity influences advertising much before visualization and copy writing. Planning of the ad, takes a great deal of creativity. Message should consist of the following elements shown in the following figure 2. The verbal elements and nonverbal elements in the right proportion (given the product, target market, and other things) results in the creative mix which create more attention value for the advertiser. A brief description the elements of message are presented as follows: Headlines & sub heads Usually headline appears at the top of the body-copy but is not always. In some cases, headlines appear at the bottom or middle space of the advertisement. Generally, it is set in
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bolder and larger type and it’s short and drags the reader to the body text. When body text is lengthy, the message is divided into paragraphs and each is given a subhead to highlight the theme of the paragraph. Body Copy It forms the main part of the ad apart from visual elements, headlines and captions. The size of the body text differs from ad to ad and some ads may contain a shorter body text and for some other, it will be larger. For technical products, generally the body text is lengthier; for example, advertisements of computers, televisions, power generating equipment’s etc. will have lengthy body text.
Mission 1. Sales goals 2. Advertising Objectives
Money (Budget) Factors determining budget are 1. Stages in PLC 2. Mkt share & consumer Base 3. Competition 4. Ad frequency 5. Product substitution ability
Message 1. Generation 2. Evaluation 3. Selection 4. Execution 5. Social Responsibilit y
Media 1. Reach, frequency 2.impact 3. Major media types 4. Specific media vehicles 5. Geographical medium allocations 6. Social Responsibility
Measurement 1. Communications impact 2. Sales impact
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Message
Verbal elements Headlines Sub – heads Body – text Slogans
Non-verbal Elements 1. Music 2. Color 3. Trade mark / Brand mark 4. Picture 5. Unusual sound
Right proportion of each results in Creative mix Slogans A distinctive catchy phrase that serves as a motto for a campaign brand or company. It is used across a variety of marketing communication messages and over an extended period of time. Slogans are a short phrase used in part to help establish an image, identity or position for a brand or an organization, (“The world’s local Ban k” of HSBC Bank) but mostly used to increase memorability. (Gurnn, Allen, Semenik, Thomson south-western, Vikas publishing house, ND, 2003). In other words, slogan is a set of short, simple, clear catchy and colorful words used to attract and hold the attention of the customer (Andhra Bank: “First in Service – Best in banking”). The slogans should be short, direct, sweet, easily pronounceable, easily remembered, time proof and yet pleasing to ears like in the case of “We cover you, At every step in life” of ICICI Pru Life. It (slogan) is a concise but an effective way of telling an idea. Slogans also facilitate the conduct of tests of marketing research (recall power test). The purpose of which is also called a strap line, in an advertisement is to leave the key brand message in the mind of the target (Foster Timothy R V, Ad slogans unlimited). 2. NOMENCLATURE OF SLOGANS Slogan nomenclature varies from place to place. In many parts of the world and generically, they are called ‘slogans’. In the USA, they are tags and taglines. In the UK, they are ‘end lines’, end lines or strap lines. In Germany, they are called ‘claims’ whereas in France ‘signatures’. In the Netherlands, slogans are called payoffs. 3. CRITERIA FOR A PERFECT SLOGAN Charless L Whittier in his book ‘Creating Advertising ‘says slogan’ should be a statement of such merit about a product or service that it is worthy of continuous repetition in advertising, is worthwhile for the public to remember, and is phrased in such a way that the
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public is likely to remember it”. Foster Timothy has proposed the principles of framed do’s and don’ts a perfect slogan as follows: A Slogan should be memorable When a person is able to recall the line without any aid, the slogan is said to be memorable. The more the repetition of the slogan the more is its memorability. It also depends on the brand heritage and the big ideas conveyed successfully through advertisements. Further interest-provocative and contextual illustrations or story, alliteration, specially coined words, puns, antithesis and rhymes are good ways of making slogans memorable. Tongue- friendly phrases and happy brand experiences make the slogan memorable. Brand equity is a function of memorability. Memorability improves the shelf life of a slogan. A few cases of rhyme-filled and memorable slogans are hereunder:
Category Alliteration
Company Syndicate Bank ICICI Bank Andhra Bank
Rhymes Canara Bank Puns
ACC cement Amway
Examples Slogan Reliable, responsible Safer, simpler, smarter First in Service – Best in banking Serving to grow – Growing to serve Double action, longer life Better ideas, better life
Source CFA, Jan 2003 Eenadu, 13-2-2003 CFA Jan 2003 FE Feb 2003 DC, 14-02-03 TOI 16-02-2003
A slogan should aid in the recall of the brand name By reading the slogan, one should be able to remember the brand name of the product/ company. Ideally the brand name should be included in the slogan. The best way for bringing the brand name into spotlight is to frame the slogan with a rhyme in it. For example: Category Brand name
Rhyme
Company Maratha zen Yamaha Enticer two wheeler National school of banking ESPN channel Thomas cook (Tourism) Vellore institute of Technology Amarraja Batteries (Amaron batteries)
A slogan should contain a key benefit
Slogan just add zen to your life
Source BT 02-02-03
Blue blooded Yamaha
TOI 4-2-03
At NSB we teach success
TH 10-2-03
Think better, win bigger Best holidays, honest prices A place to learn, a chance of grow
TH 8/2/03 TOI 3/2/03
lasts long, really long
TH 5/2/03 (India Today Jan 20/03)
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Many advertisers include key benefit in the slogan to convey about the benefit to the consumer in a concise way. For example Key benefit Safety for the investment
Product/company
Slogan
Source
Mutual fund (First India MF)
Where safety comes first
Brand Equity quiz book Jan 2003
Prosperity
Can Bank MF
Together for long term prosperity
Fortune India Jan 31-03
Better training
Amity B-Schools
We nurture talent
TOI 3/2/03
We bring good things to life.
DC 10/02/03
More smiles per hour Before we make programme, we make history
TOI 11/2/03 National Geographic Channel
Quality of life Mileage New things
GE country wide consumer financial services (personal loans) TVS Suzuki victor National Geographic TV channel
A slogan should differentiate the brand A slogan should depict a characteristic about the brand that sets it apart from competitors. For example Product/company SOTC world Famous tours
Slogan
Source
The smartest way to see the world
TH 3/2/03
HSBC Bank
The world’s local Bank
Readers Digest Jan 03
Western Union
The fattest way to receive money world wide
TH 3/2/03
Kurlon mattresses
Pure sleep nothing else
Voltas AC Sansui TVS SERVO (lubricants) JK Tyres
Acs with IQ Better than the best World class engine oils Total control
its
Readers digest Jan 03 TOI 14/2/03 DC 3/2/03 CFA Jan 03 BT 2/2/03
A slogan should invoke positive feelings about the brand A slogan should invoke positive feelings about the brand by conveying the benefit/comforts or the uses of the product/service in a compact form. For example Product/company
Slogan
Source
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Yashoda hospital (Super specialty) Apollo Hospital Oyzterbay (Jewellery) Air Sahara Cathay pacific (Air liner) State Bank of India HDFC (Home loans) JK Papers South Eastern Railways Birla Ready mix concrete for construction Global hospitals Salora (TVS) LIC (Jeevan Suraksha) Zurich India
We hope you will never need us,
TH 8/2/03
Touching lives Jewellery for the living Emotionally yours
With you all the way, With you right through, Creating lasting impressions, Striving for excellence,
DC 5/2/03 TOI 10/2/03 TH 11/02/03 Bran Equity Quiz book July 03 Readers digest Jan 03 TOI 3/2/03 BT 2/2/03 DC 16/02/03
Concrete on call,
TH 13/02/03
Now you’re really flying
Medical Excellence through team work. The perfect match, Self-reliance for life, Building a worry free world,
TH 16-02-03 TH 16/2/03 TOI 14/02/03 TOI 6/2/03
A slogan is that reflect the brand’s personality Personality implies habitual patterns and qualities of behavior of any individual as expressed by physical and mental activities and attitudes, as well as distinctive individual qualities of a person consider collectively. For example: Product/company Idea Cellular Idea prepaid card Network associates (network security) LG Electronics ICICI Prudential (Life Insurance) New City Hospitals Sec’bad SBI (Life Insurance) HDFC Bank (Credit Cards)
Slogan
Source
An idea can change your life
DC 6/2/03
Your network our business,
Data quest 31-01-03 DC 4/2/03
Expand your life We cover you, At every step in life Treating you with care With us, you’re sure we understand your world your status, your taste your class, Our solution, Performing consistently for you
Indian Express 4/2/03 TOI 5/2/03 TH 14/2/03
Financial Express
What people in the chair gave on their table
FE 1/2/03
Eureka Forbes (Aqua guard water purifier)
Your friend for life
Brand Equity quiz book Jan 03
Khazana Furniture Franklin India Blue chip Fund
TOI 4/2/03
TH 15/2/03 TH 17/2/03
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IFFCO –TOKIO General insurance Birla sun life insurance
The life you deserve
BT 2/2/03
Your dreams our commitment
BT Jan 20/Feb 2 2003
A Slogan should be strategic Some companies convey their business strategy may effectively through the use of slogans, such as Product/company BSNL (telecom) Vignan Schools Hindalco (Aluminum) Siemens (Telecom)
Matrix labs Wipro (Soft) Nokia (Cell phones)
Slogan Connecting India Global standards, India values World Class Quality Global network of innovations Worldwide partnerships World wide solutions Chemistry together Applying thought Connecting people
Malaysia Airlines
Going beyond expectations
Jagan Institute of mgmt UTI (MF)
Developing the corporate leaders of tomorrow For you better tomorrow
Patni computers
Source TH, 8/2/03 TOI 8/2/03 TOI 9/2/03 DC 17/2/03 TOI 5/2/03 TH 5/2/03 TH 5/2/03 ET 5/2/03 BI Jan 20 – Feb 2 03 Indian mgmt Jun 03 CFA Jan 2003
A slogan should be campaignable When the slogan works across a series of advertising executions, the slogan said to have some shelf life. For different ads with different story boards, if the same tagline used, the tag line said to be campaignable. For example: Pepsi (Soft Drink) Yeh dil mange more Telco’s Tata Indica More car per car Reliance infocomm Karlo duniya mutti mein Nokia cell phones Connecting people BSNL (telecom) Connecting India Wipro Soft Applying thought Boost (energy drink) Boost is the secret of our energy Raymond Garments & clothes The complete man H BO (TV channel) Simply the best Voltas (ACs) Acs with IQ Note: Source is not mentioned as the slogans are found in every advertisement
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A slogan should not be usable by a competitor One should not be able to substitute a competitive brand name and use the slogan. Further a little modification in the line which does not lead to any change in the theme conveyed by the companies. For example Product/company Slogan Source Nokia (Cell phone) Connecting people ET 5/2/03 BSNL (Telecom) Connecting India ET 5/2/03 SBI (Home loans) with you all the way Reader’s Digest,03 TATA AIG (Insurance) with you always BI,Jan20-Feb 2,03 HDFC (Home loans) with you, right through Readers Digest Jan 2003 LIC (Insurance) with you all the time FI,31/1/03 Bank of Baroda Banking on Relationships BI Jan 20 Feb 2 03 The Ohanalakshmi bank Relationships forever Fortune India 31/1/03 Ltd AIMA Excellent in mgmt. CFA Jan 2003 ICFAI In search of excellence India Mgt Jan 2003 Slogan should be original Originality is king. Originality stands out. Originality improves the chances of impressing the message on target group. But, originality is hard to come by except with creative process. For example: Product/company Business Today (Business magazine) sMaruthi (Wagon R) Telco (Tata Indica) Pepsi (soft drink) Sansui (TVS) Philips (TVS) Ing vysya MRF (Tyres)
Slogan For managing tomorrow Inspired Engineering More car per car Yeh dil mange more Better than the best Let’s make things better, Adding life to insurance Tyres with muscle
Source BT any issue Readers Digest Jan 03 TOI 3/2/03 TOI 5/2/03 DC 3/2/03 TOI 3/2/03 BE quiz book, Jan 2003 Eenadu 1-2-03
Slogan should be simple Simple means it should be short and in simple word so that the target market understand and get impressed. Being simple excludes many things. conversely accommodating too many meanings in a simple phase requires high thoughtfulness. But the most common folly is missing out the best in the endeavor to express the best. Simple words can tell simple things but not big ideas. Being too simple is tantamount to mediocrity unless some rhythm, rhyme and magic are built in to it. Let us look at a few practices. Product/company
Slogan
Source
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DHL Worldwide Express (Cargo) Amity B-School Fenna (India ) (Industrial product) Andhra Bank (Credit Cards) Eureka Forbes (Aqua guard water purifier) LG Electronics (Electronics) Thompson (TVS)
The pulse of business
TOI 28/1/03
We nurture talent
TOI 3/1/03
Fit and forget
BW 17/2/03
First in service – best in banking
CFA Jan 03
your friend for life Expand your life Happy technology to you
Brand Equity quiz book Jan 03 DC 4/2/03 TOI 3/2/03
Slogan should be neat A neat slogan helps portray the product progressively in the punter’s perception. For example: Product/company PC Quest (computer magazine) Nestle (Nesthum) Britania (biscuits)
Slogan Enhance your computing Light & Nutritious Eat healthy, think better
Source PC Quest any issue TH 30/1/03 TH 6/2/03
Slogan should be believable Poetic expressions and exaggeration is seen on the end lines, such as: Product/company HSBC Bank (Credit Cards) Aaj Tak (News Channel) Seagram’s (Music products) Mahindra & Mahindra (Scorpio Zeep) Sansui (TVS) Servo (Engine Oil) LIC (Komal Jeevan)
Slogan The world’s local bank The nation’s best news chann Above it all
Source Reader’s Digest Jan 03 BT 2/2/03 BT 2/2/03
Nothing else will do
BI Jan 20 Feb 2m 2003
Better than the best World Class engine oil Zindagi ke saath bhi, Zindagi ke baad bhi,
DC 3/2/03 CFA Jan 2003 Brand Equity Quiz Book, Jan 03
Firmly anchored on truth, honesty and simplicity, the phrases lend themselves to be believable. Overstatement as well as understatement will stifle believability. Take a look at a few cases. Slogan should help when customer ordering the product or service Slogans distinguish some from the other in the product line or choice set. They facilitate customers’ communication with the selling, obviating wrong shipments. The cases in point are: Product/company
Slogan
Source
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BMW Weight watches Fed Express
I want to have the ultimate driving machine Give me taste, Not waist, why fool around with anyone else,
AXN Channel HBO Channel (Meals) HBO Channel
Slogan should not be in current use by others The more different users of a slogan, the less effective it is. Banker and insurance companies and also telecom companies use more or less same meaning giving or with same words in their slogans. The mission, strategy and message of two brands may be the same. But each of them should occupy a distinct slot in the consumers’ mind. This is what brand positioning is all about. The slogan in most cases expresses its position. If the positioning is proper, this slogan will not be in current use by any other brand. Take a look at a few cases. Product/company AIMA (B-School) ICFAI (B-School) SBI (Home loans)
Slogan Excellent in management In search of excellence
HDFC (Home loans) LIC (Insurance)
with you right through
TATA AIG (Insurance) Bank of Baroda TheDhana Lakshmi Bank ltd
with you all the way
with you all the time with you always Banking on relationships Relationships for ever
Source Indian mgt Jan 03 TH 5/2/03 Readers Digest Jan 03 TOI 3/2/03 Fortune India 31/1/03 BI Jan 20-Feb 2 03 CFA Jan 2003 CFA Jan 2003
Slogan should not be bland, generic or hackneyed Slogans that are bland, redolent of mom and aprole-pie, clearly suffer a weakness. Almost any brand could use these lines and lines are dull and monotony. For example Product/company UTI (MF) Union Bank of India AIMA B-School GE Country wide Consumer Financial Services West Bengal IDC
Slogan For you better tomorrow Good people to bank with Excellence in mgmt
Source CFA Jan 2003 Readers Digest Jan 2003 Indian Mgt Jan –03
We bring good things to life
DC 10-2-03
Making things happen
Indian mgmt Jan –03
Slogan should not prompt a sarcastic or negative response Malaysia Airlines: Going beyond expectation , BI Jan 20/Feb 2 2003 (Expectations differ from passenger to passenger) Fiat Palio (4 wheeler): Technology to the max, DC 6/2/2003 (Can you define the max limit of the Technology)
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Ing Vysya life insurance : Adding life to insurance , Brand equity quiz book Jan 2003 (How can it be possible?) Slogan should not be pretentious This is called pomposity test. ‘Promise less and deliver more’ mind set leads to high customers’ satisfaction. Promising what is not possible will only result in fast slide of the brand along graph line of satisfaction and loyalty to customers. A slogan should give the true spin of importance for example: IIPM –B – School: What we teach today the other adopt tomorrow Community (Digital copier): We are in your corner, BI, Jan 20 /Feb 2003 Birla sun life insurance: Your dreams our commitment, BI Jan 2/Feb 2 2003 AFL private (Cargo): Where movement is a science, FI 31/1/03 Slogan should not be negative Negative Advertising is hard to justify and some times the negative slogan confuse the customer, such as Yashoda Hospitals: We hope you will never need us, TH 8/2/2003 Slogan should not neck of corporate waffle, hence sounding unreal For example DSP Merrill lynch (MF): Bullish on life, TOI 11/2/03 (Onida) MNC Electronics (Black TV): It will change your world DC 3/2/03 KLA Electronics (UPS): Leadership beyond compare, Data Quest 31/1/03 South Eastern Railways: Striving for excellence DC 10/2003 Slogan should not be a ‘so what’ ? or ‘Ho-hum’ statement For example Bharat overseas Bank Ltd, A bank owned by 7 banks (‘so what ?’), CFA Jan 2003 Slogan should not make you say “ oh yeah??” For example: Apex Academy (IIT /JEE coaching): We take your career as seriously as you do! TOI 10/2/03 (“o w yeah!”) Videocon (Electronics): Technology for health and pleasure, Brand Equity Quiz Jan 03, (“oh yeah!”) Patni computers: worldwide partnership, world wide solutions,TOI 5/2/03 (“oh yeah!”) Slogan should not be meaningless and complicated or clumsy For example AFL Private (Cargo): Where movement is a science, FI 31/1/03 Yamaha (Enticer 2 wheeler): Blue blooded Yamaha, TOI 4/2/03
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Slogan could be trendy It implies that a slogan should be as short as possible i) Single word slogans are : Compaq & HP: ‘Invent’ , Data Quest 15/1/03 Apollo Tyres: unstoppable , BI Jan 20/Feb 2 2003 ii) Two or three words slogans and three terse ideas such as: The new Indian express (news paper ): ‘ Sarvathra Vijayam’ Newspaper any day Business Today: For managing tomorrow , BT any issue Maruthi Vagon R: Inspired Engineering, Readers Digest Jan 2003 LG Electronics: Expand yourself, TOI 3/2/03 Syndicate Bank: Reliable, Responsible, CFA Jan – 2003 Jaypee institute of mgt : Education, Enlightenment, Empowerment, TH 12/2/2003 Khazana Furniture: your status, your taste Your class, our solutions,TH 15/2/03 Discussion and Conclusion Slogans with power-packed words conveying what the brand stands for are handy tools, for all companies big and small. One is yet to see a brand which expresses itself without words. Integral to brand building unequivocally are slogans. Slogans and non verbal messages reinforce each other in communication effort. A unique and winning slogan should be a product of aggressive brain churning done by more than one individual over a considerable length of time rather than just a few hours. Slogans framing calls for pooling of talents, clarifying of vision, visualizing of the graph line of products growth and evolving of a communication strategy. The exercise involves efforts of many creative people cutting across all echelons of organizational hierarchy, but primarily with a lead role assumed by top brass. Efforts and seriousness shown in slogan making foretells the future success of the brand, since it covers a wide range of decisions including strategic as well as tactical ones, if at all right decisions are anything to do with brand’s success. Slogan framing if interested to ad-hoc advertising professionals will be ill-fated unless the professionals are thoroughly familiar with the brands and its strategization through their long association with the brand. Focus on slogan making is focus on an area of paramount importance since it touches on strategization and communication. The analysis has boiled down to identification of chief functions of a slogan and critic for effective slogan. The functions of an effective slogan are: a) Credibility b) Convenience of recall c) Communicational ease d) Creative distinctiveness which is called “4C’s testing framework”. “4C’s testing framework” cannot only help evaluate the effectiveness of a slogan but also create a new winning slogan. The first and foremost function of slogan is establishing as well as maintaining credibility for the brand. Timothy prescribes that it should be believable, should not be pretentious, should not be unreal, capable of invoking positive feelings, tout key benefits, represent personality of the brand and trigger deep strategy oriented thought process.
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Secondly, the slogan should help recall the brand name and the slogan itself. The prescriptive phrasing is that the slogan should be memorable, simple, and neat and reflect brand’s strategic orientation. Thirdly, the slogan should be of high creative distinctiveness, which of course is a product of high-rung creative thought process. The prescription for achieving this functionality is that the slogan should be trendy, original, differentiate and personality reflective. It should not be bland, generic, hackneyed and should not generate lackluster responses like so-what, ho–hum, oh-yeah etc. it should not be already in use by others and preferably should hedge itself against authorized or unauthorized use by competitors. It should not be a source of negative responses. Perhaps sarcastic phrasing will invoke negative responses only. Lastly, brand and business depend heavily on ‘communicational ease’ of the message and slogan which is the subject on hand. The slogan should be campaignable and capable of providing ease of ordering a product by a customer. It should not be sarcastic lest negative responses are brought forth.
CREDIBILITY - Believable - Not pretentious - Not unreal - Source of positive feeling - speaks of key benefit.
Fig 3. 4C’s TESTING FRAMEWORK CREATIVE CONVENIENCE COMMUNICATIONAL DISTINCTIVEOF RECALL EASE NESS - Memorable - Trendy - Campaignable - Aids in brand - Not bland - Ease in Ordering recall - Original - Not sarcastic - Simple - Not in use by - Not a source of - Neat others negative responses -Strategic - Makes the brand standout - Non-encroach able to competitors - Does not generate lackluster responses
References i) American Marketing Association, Marketing Definitions, A Glossary of Marketing terms Chicago, 1960, P - I9. ii) Stanton, W.J., Fundamentals, of Marketing, McGraw-Hill Co,1994, p-502 iii) Haunsen, Harry J , Marketing text : Techniques and cases, p 63 iv) Shipario, Irving J., ‘Marketing Terms: Definitions Explanations and / or Aspects, SMC publishing company, New York , 1973, p3 v) Kotler P., Marketing Management: Analysis, planning, implementations and control, 9th Ed, PHI New Delhi 1997, p 637.
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vi) Foster Timothy RV , How Ad Slogans Work, www.adslogansunlimited uk vii) Whittier Charles L, Creative Advertising, www.adslogansunlimiteduk Notes: the following are the expansion of the used abbreviations: CFA: Chartered Financial Analyst DC : Deccan Chronicle TOI: Times of India BT : Business Today TH : The Hindu FE : Financial Express ET : Economic Times BI : Business India FI : Fortune India