| dc.description.abstract | In recent times, many manufacturers have made tremendous modifications to
their advertising slogans, driven by various factors, among them; the ever
increasing alternatives for consumers to chose from, competition within the
industry, increased consumer awareness and rapid change of technology.
This study looked at the attributes of a good advertising slogan with a view to
determine the extent to which the slogans influence brand choice.
The objective of this study was to determine the extent to which advertising
slogans influence brand choice. Respondents from a sample of 198 filled in the
questionnaires. The data was analyzed in tables and cross-tabulated against the
respondent's bio-data. This study revealed that understanding, uniqueness,
persuasiveness and the feeling evoked b-y:the slogan are very important
attributes in influencing brand choice. Further the results indicated that
information oriented slogans hardly influence brand choice.
Manufactures of soft drinks need to ensure that the slogans they launch need to
be understandable, unique, and persuasive. Further the slogans should appear
frequently on various advertising media.
The researcher suggests that similar research should be carried out on another .
population preferably in a rural setting. Further, more studies can be carried out
to investigate why information oriented slogans were rated less important in
influencing brand preference than the other attributes considered in this study | en |
