Introduction advertising unit Structure

13.8.2 Characteristics of a Good Slogan : 
A good slogan should : 
1. Contain a definite sales idea : 
2. Be compact in their construction : 
3. Be hardly more than 7 words long : 

---

170 
An ideal slogan is short, simple, easily remembered and filled 
with pleasing suggestion of the product. The simplest slogans are 
the hardest to create. To create a good slogan is to define what you 
want to say in as many words as necessary. 
13.9 LOGO 
13.9.1 Meaning : 
The word „logo‟ comes from the Greek word „logos‟ meaning 
„simply the world‟. The noun „logos‟ also appears in the Bible 
signifying „the word of God‟. Today the world logo is used in 
marketing and in adver
tising parlance. From the coveted double „R‟ 
of Rolis Royce to the immediately recongrusable script that Coca-
Cola uses, logos are quickly identified by everyone. Apart from 
large corporations in every country even the small businessman 
and one-man enterprises have adopted the corporate logo as a 
means for creating brand recognition and corporate image. 
13.9.2 Need for Logo :
The need for a logo arises from the need to 
be different, followed closely by the need to be recognised. 
Your own given name could be a good example of a logo. In 
your childhood days, the name is a device to attract your attention 
and to differentiate you from others. Over time as one grow up, the 
name takes on newer meanings to yourself and finally becomes a 
matter of great pride when you dash off a signature on a letter, 
cheques or some other document. It is your expression (difference, 
distinction and recognition) saying “this is me”. 
The company‟s logo is the corporate signature. It reposes in 
itself the collective pride of the company and is designed with great 
care to represent the personality of the company and product. 
Diversified Corporation use a variety of symbols as part of their 
logos. ITC uses the upwards steeply, which also conveys the sense 
of growth as well as excellence. 
Welcome group uses unique folded hands symbols to denote 
hospitality in the inimitable Indian style. Others too use Indian 
leitmotifs like LIC which uses two supped hands to denote security 
is care. Logos today go beyond just being mere symbols. They 
represent the spirit, the belief, the raison„d‟ ere of companies and 
brands. Logos the world over have their own logic which is 
distinguishable, easily recognised and identifiable. 

---