SUMCOM101

  Taglines help consumers feel more connected to brands. You might have noticed that, in television commercials, taglines are repeated ad nauseam. There is a reason for this. First, you have to know your brand: Purpose:  Why do you exist? Vision:  What future do you want to help create? What does the future look like? Mission:  What are you here to do?   Values:  What principles guide your "product"? What are the benefits of the product? C ommunicate benefits in your tagline. M&M’s famous tagline does this well: “The milk chocolate melts in your mouth, not in your hand.” There’s a clear benefit here. You can eat M&M’s right out of your palm without smearing chocolate all over your skin. You can see it in many of the best taglines.  Let's look specifically at McDonald's Depending on where you are the tag can change. And the tag changed many times over the years.  So what do we need to think about with Crowley's Coffee House? 

Let's work on making an advertisement for a great, new product CROWLEY'S COFFEE Your assignment is to create an ad for Crowley's Coffee.  Clarify who the target audience - who are you creating for (not yourself)  Are you targeting existing customers or new, prospective non-customers? There is a huge difference in how messages are presented between the two groups. Think also about who pays.  Clarify the Call to Action - (What do you want the audience to do?) You probably aren’t helping directly improve your organization’s bottom line if you aren’t asking the audience to do something.  Here is a great site talking about   making a tagline   (which is forever) and headlines (for an ad exclusively)  Being cliché and bland  are the first two mistakes, and you see them all over the place. No matter how powerful it sounds “ Innovation Through Computing ” isn’t memorable, and its the sort of line that will hurt you rather than help. Imitating other taglin...

  What persuades you?  Normally, the first place we think of persuasion is in advertising.  Let's take a look at how advertising persuades us:  Demographics     The qualities (such as age, sex, and income) of a specific group of people a group of people that have a particular set of qualities. These are qualitivate qualities (measurable) Psychographics   the study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research Demographic Information: Female Aged 45-65 Married, with children Dealing with issues of weight gain, diabetes, lack of energy or hormonal imbalance Household income $100K+ Psychographic Information: Concerned with health and appearance Wants a healthy lifestyle, but doesn’t have much time Enjoys going online in the evenings, big fan of Pinterest Tends to favor quality over economy Finds fulfillment in her career and family Values time with a small grou...