What is the catchphrase?
A catchphrase is the part of an announcement or promotion that attracts customers. The format varies, ranging from one word to one to several lines of text.
A catchphrase plays an important role in getting users interested in a product and leading them to purchase.
Emotional marketing in catchphrase
Emotional marketing is a marketing method that stimulates purchase intent by appealing to customers’ emotions.
Emotional marketing was developed by Masanori Kanda, a management consultant and marketer, in his book “Your company will become profitable in 90 days!” ” (published in 1999).
When thinking about advertising catchphrases, it is important to be aware of this emotional marketing.
Mr. Kanda gives the following two examples of advertising catchphrases.
1. Start with airfare to cut costs. Please read this before booking your flight ticket!
2. Do you still waste money on airline tickets?
Of these two ad catches, 2 seems to have received 10 times as many inquiries as 1.
Although the two ad catches are trying to sell the same product, the effectiveness of the marketing measures will differ greatly depending on whether the ad catch appeals to the customer’s emotions or not.
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