Effective slogans often become so ingrained that consumers can immediately conjure up images of the product just by hearing the slogan. For example, most consumers can easily name the companies and products behind these memorable slogans or even hum the jingle that goes along with some of them: Have it your way, Tastes great less filling, Ring around the collar, and Tum te Tum Tum. Advertisers often revive old slogans or jingles in the hope that the nostalgia will create good feelings with consumers. Pillsbury Company recently brought back its Jolly Green Giant spokescharacter and his familiar Ho Ho Ho tagline to celebrate the giant’s seventy-fifth anniversary.24 Similarly, Clorox Company recently recycled containers while Coca-cola revived the “Enjoy” tagline to draw on past marketing success using the word to describe the pleasurable experience of drinking Coca-Cola classic
Executing the Message
Message execution is the way an advertisement portrays its information. In general, the AIDA (see Chapter 14) plan is a good blueprint for executing an advertising message. Any ad should immediately draw the reader s, viewer s; or listener s attention. The advertiser must then use the message to hold consumers interest, create desire for the good or service, and ultimately motivate action: a purchase.
The style in which the message is executed is one of the most creative elements of an advertisement. Exhibit 15.3 lists some examples of executional styles used by advertisers. Executional styles often dictate what type of media is to be employed to convey the message. Scientific executional styles lend themselves well to print advertising where more information can be conveyed. On the other hand, demonstration and musical styles are more likely found in broadcast advertising. .

Injecting humor into an advertisement is a popular and effective executional style. Humorous executional styles are more often used in radio and television advertising than in print or magazine advertising where humor is less easily communicated. Humorous ads are typically used for lower risk, routine purchases such as candy, cigarettes and soft drinks than for higher risk purchases or those that are expensive, durable, or flamboyant. Bud Light s consistent humorous approach in its advertising maintains the brand s relevancy with its twenty-one- to twenty-seven-year-old target market. Humorous spots, such as the one showing two young Gen-Xers trying to decide between beer and toilet paper at the cash register, have helped Bud Light increase sales by 11 percent in recent years?