Before I get into this week’s subject I want to thank everyone who has sent me comments about some of my previous columns including my recent one titled “The World Is Changing.” I’m always glad to hear from readers, hopefully I will remember to reply to each e-mail I receive.
When I was in college I took several courses in advertising and marketing; I think I enjoyed those most of all. Marketing refers to activities a company undertakes to promote the buying or selling of a product or service. It includes advertising, selling, and delivering products to consumers or other businesses.
The definition above is marketing’s main definition, however I think marketing can also be how something is perceived the first time it is seen whether it be a business, a location, a person, a product, or whatever. Thinking of it that way we all market ourselves as to how others perceive us, we need to be on our best behavior because we never get a second chance to make that first impression.
There are many slogans that when you hear one you immediately think of the product associated with that slogan, several of the most popular ones have been around for many years. There is some controversy about which slogan has been around the longest, the oldest one I know of is the Ivory Soap slogan. The slogans listed below are not necessarily the company’s most popular slogan but are mainly ones I remember. Coke and Dr Pepper have both had many slogans through the years, the correct way to write Dr Pepper is without a period after the Dr.
Ajax – Stronger than dirt
Alka Seltzer – Plop plop fizz fizz, oh what a relief it is
Allstate – You’re in good hands with Allstate
Bounty – The quicker picker upper
Budweiser – King of Beers
Burger King – Have it your way
Camels – I’d walk a mile for a Camel
Campbell’s Soup – Mmm, mmm, good
Charmin Tissue – Please don’t squeeze the Charmin
Coca-Cola – Things go better with Coke
Dr Pepper – The friendly Pepper upper
Fed-Ex – When it absolutely, positively has to be there overnight
Hallmark Cards – When you care enough to send the very best
Ivory Soap – 99 and 44/100ths percent pure, it floats. That phrase has been around since 1882 making it one of the world’s oldest advertising slogans.
Kellogg’s Frosted Flakes – They’re gr-r-reat
Kellogg’s Rice Krispies – Snap, crackle, pop
Kentucky Fried Chicken – Finger lickin’ good
Lay’s Potato Chips – “Betcha can’t eat just one
M&Ms – Melts in your mouth, not in your hand
Maxwell House Coffee – Good to the last drop
Morton Salt – When it rains it pours
New York City – I love New York
7UP – The Uncola
Timex – It takes a licking and keeps on ticking)
Trix Cereal – Trix are for kids
United Airlines – Fly the friendly skies
United States Forest Service – Only YOU can prevent forest fires
UPS – What can brown do for you?
Wendy’s – Where’s the beef?
Wheaties – Breakfast of champions
Some companies also have symbols along with their slogans, such as the United States Forest Service’s Smokey the Bear. A few companies that also use symbols are Alka Seltzer’s Speedy, Charmin’s Mr. Whipple, Kellogg’s Tony the Tiger, KFC’s Colonel Sanders, and Wendy’s Clara Peeler who became known for uttering the famous slogan.
A very successful billboard advertising campaign was from the Burma-Shave Company, the set of six billboards along the nation’s highways were seen from 1927 to 1963. Each set of billboards had clever poems on them that made you remember Burma-Shave. The Burma-Shave advertising gimmick was so successful that right now there are at least three different books available on Amazon telling all about that Burma-Shave marketing campaign.
Depending on who you are talking with there are several different things required to make a marketing campaign successful, I think I am safe in saying that any of the companies mentioned above have met most all of those requirements.
Many years ago a classmate friend of mine asked me to design a business card and logo for his tool repair business; his customers were mainly carpenters and skilled workers who used their tools to make a living. The slogan I came up with was, “If you depend on your tools, you can depend on us.” He used that for a long time. Another classmate of mine had an advertising agency for many years and I really liked a magazine ad he designed. It was for a business and showed a bunch of bananas with one of the bananas off to the side with a fingerprint on it, the catch phrase was, “Not just one of the bunch.” I think he won an award for that one as well as some other ads he designed.
Advertising in newspapers is designed to hopefully catch the reader’s eye, sometimes a clever headline can do the same. I remember one I saw several years ago about O. J. Simpson who was often called Juice because of his easy to remember initials. It was right after he was later convicted on another completely different charge after an earlier acquittal in the murder of his wife, the headline read “Juice Gets Squeezed.” Whoever thought that up sure knew how to get a reader’s attention.