Identifying Content and Structural Dimensions of Iranian Banks Advertising Slogans

Document Type : Original Article

Authors

1 Assistant Professor, Faculty of Management and Accounting, Shahid Beheshti University

2 PHD of Business Administration - Marketing, Allameh Tabatabai University

3 Master Student of Business Administration – Marketing, Shahid Beheshti University

4 Master Student of Business Administration – Marketing, University of Tehran

5 Master Student of Business Administration - Marketing, Allameh Tabatabai University

Abstract

Advertising slogans are frontier in corporate campaigns. Privatizations, entrance of private banks and totally electronic banks intensified bank competitions. Having effective advertising slogan is a way to attract banking customers in new competitive climate. Since, in this article the most important components of a good slogan identified from customer view by using Chomsky’s theory of transformational grammar, qualitative and exploratory approach and interviewing with 70 customers. Results show frequencies of content indexes are 4 times more than structural dimension from customer view while, both of content and structural dimensions are supplementary and inseparable. The first five indexes of good advertising slogans are speed in providing services, appropriate treat to customer, shortness, and attention to security and trust.

Keywords


1-   Anderson, R. E., & Jonson, M. A. (1980). Technical Wording in Advertising: Implications for Market Segmentation. Journal of Marketing, 44, 57-66.
2-   Boush, D. M. (1993). How Advertising Slogans Can Prime Evaluations of Brand Extensions. Psychology & Marketing ,10, 67-78.
3-   Bradly, S. D., Meeds, R. (2002). Surface-Structure Transformations and Advertising Slogans: The Case for Moderate Syntactic Complexity. Psychology & Marketing, 19(7), 595-619.
4-   Chomsky, N. (1957). Syntactic Structures. The Hague: Mouton.
5-   Dotson, M. J., & Hyatt, E. M. (2000). A Comparison of Parents’ and Children’s Knowledge of Brands and Advertising Slogans in the United States: Implications for Consumer Socialization. Marketing Communications , 6, 219-230.
6-   Dowling, G. R., & Kabanoff, B. (1996). Computer-Aided Content Analysis: What Do 240 Advertising Slogans Have in Common?. Marketing Letters , 7(1), 63-75
7-   Foster, T. R. V. (2001). The Art & Science of Advertising Slogan. [http://www.adslogans.co.uk/ans/adslogans_artscience.pdf]
8-   Glaser B. & Srauss A. (1967) The Discovery of Grounded Theory. Chicago :Aldine Publishing Co.
9-   Kohli, C., Leuthesser, L., Suri, R. (2007). Got Slogan? Guideline for Creating Effective Slogans. Business Horizon, 50, 415-422.
10-         Kotler, P., and Keller, K.L. (2012). Marketing Management. 14 Edition, New Jersey: Prentice Hall.
11-         Lowrey, T. M. (1998). The Effects of Syntactic Complexity on Advertising Persuasiveness. Journal of Consumer Psychology, 7, 182-206.
12-         Malhotra, K. N. (2007). Marketing Research, Prentice-Hall, 5TH
13-        Mathur, I., & Mathur, L.K. (1995). The Effect Of Advertising Slogan Changes On The Market Values of Firms. Journal of Advertising Researc, 35 (1) , 59-65.
14-         Meeds, R. (1999). The Effects of Technical Language and Sentence Level Context of Consumers' Processing of Ad Copy for High-Tech Products. Paper presented at the American Academy of Advertising Conference, Albuquerque, NM.
15-        Pryor, K., & J. Brodie, R. (1998). How Advertising Slogans Can Prime Evaluations of Brand Extensions: Further Empirical Results. Journal of Product & Brand Management , 7(6), 497-508.
16-         Stewart, J. M., & Clark, M. K. (2007). The Effect of Syntantic Complexity, Social Comparison and Relationship Theory of Advertising Slogans. The Business Review, 7(1), 113-118.
17-         Tanja, L. (1993). Positioning Your Banks in the Customer's Mind. Bank Marketing, 25(9), 24-30.
18-         Wells, W., Burnett, J., & Moriarty, S. (1989). Advertising: Principles and Practice. Englewood Cliffs, New Jersey: Prentice Hall.
19-         Whittier, C.L. (1955). Creative Advertising. Holt, New York.