Sample Paper on Marketing Article Summary

Article 1: Got Slogans? Guidelines for Effective Slogans

The study looked at some of the necessary steps marketing departments must take to ensure that they come up with effective slogans. The study was carried out by Hiranjee Kohli of California state university’s college of business and Rajneesh Suri of Drexel University’s LeBow College of business.

Main Research Questions Addressed

The researchers addressed the question of the linkage between a company’s brand and its slogan. They strived to establish if this linkage has any significance to the success of the marketing approach or not. Their question is mainly on what really leads to an effective slogan in any marketing campaign. To answer this question, the authors of the article looked at some reliable articles about slogans and case studies from relevant industrial publications. From what they established, they came up with a guideline that they hoped would be of better use to marketing professionals.

Findings of the Study

The authors did extensive research to establish what would contribute towards achieving an effective slogan. From all the articles and industrial publications they studied, none of them gave a clear picture of how to develop an effective slogan. With this in mind, they, therefore, decided to come up with guided recommendations on attaining effective slogans. Their commendations are:

  1. Keep your focus on the company’s goal
  2. Every slogan must be clear in a manner that helps to promote the brand
  3. There must be a link between the brand and the slogan
  4. Slogan must remain relevant to the brand
  5. Slogans must be repeated, be meaningful and consistent
  6. Slogans should be used at the onset of the campaign
  7. Creativity is allowed in coming up with an effective slogan.

Conclusion

The slogan is a significant part of brand identity. It does not only complement the logo and firm’s name but can change the perspective of potential consumers to the advantage of the company. It is therefore important to ensure that they are effective

Article 2: Holistic Package Blueprint and Consumer Brand Notions

The study was carried out by Ulrich Orth and Keven Malkewitz. The article discusses some of the guidelines that business managers may use to modify or select packaging designs that could create a positive responses from clients.

Research Questions Addressed

The article addresses the question of which is the best package designs to use in order to achieve the desired response from clients and potential customers. Various brands cannot use the same designs and achieve the same results. The article, therefore, addresses how packages are designed to achieve desired consumers responses

 Findings

All package designs take into consideration the effect it would have on the customers and the protection it should render to the product inside. Package designers look at the five types of designs used in packaging and consider which of them might produce the best stimuli on consumers. The authors agree that there is no one type of design that can be used to attain the aspect of aesthetic and therefore all types of package design should be integrated to come up with a design that creates the best stimuli on consumers.

 

Conclusion

Holistic designs are much better as consumers might be very selective on the things they respond to; while others respond to the nice colors, others might choose shapes or even the texture of the package. A brand must take into consideration all the possible stimuli to the target market and then design its packages in line with these considerations.