" When making your impression on the target market it is enormously important to make sure the appeal is believable and is not embellished. If the appeal is over thought it not only wastes promotional dollars but also creates ill will for the advertiser. .
The advertising appeal for the product/service must be desirable, exclusive, and believable advertising, which is also known as the Unique Selling Proposition. The Unique Selling Proposition commonly turns into the promotional slogan. As a business you want your slogan to be a household theme or symbol that everyone will recognize. "Effective slogans often become so ingrained that consumers can immediately conjure up images of that product just by hearing the slogan." If you have accomplished that your firm has been extremely successful in advertising. Some successful slogans that can easily recognized are: "Have it you way," "Tastes great, less filling," "Ring around the collar," and "Tum te Tum Tum." Most advertisers often revitalize "old slogans or jingles in hope that the nostalgia will create good feelings with consumers," states Lamb, Hair and McDaniel. This is a bona fide strategy when dealing with consumers. It not only creates a longing from the previous consumers, but also implants the old slogan into new potential consumers. .
A model that contours the process for attaining promotional goals in terms of stages of the consumer involvement with the message is known as the AIDA concept, (attention, interest, desire, and action.) Attention is the first step; this is when the advertiser must first gain the attention of the target market. "A firm cannot sell something if the market does not know that the good or service exist." In order to attract this attention you can place ads on TV and in consumer magazines. Next is interest, the simply awareness of a brand seldom leads to a sale. The firm's assignment is to generate attraction.