Evelyn Vergara Sulit Journal Article Review March 9, 2024

Are you in Good Hands? Slogan Recall: What Really

Matters
Relevance of Journal Article:
This article investigates factors influencing the recall of advertising slogans, focusing on their crucial role in
brand identity and brand equity. In a competitive market where slogans play a significant role, understanding
the determinants of effective recall becomes essential for marketers and brand managers.

Objectives:
1. Explore the importance of slogans in brand identity and equity.
2. Investigate factors influencing slogan recall.
3. Examine the impact of exposure in media and elements of slogan design on recall.

Highlights:
The study emphasizes the pivotal role of slogans in enhancing brand identity and brand equity. Findings reveal
that exposure in media, especially larger advertising budgets and longer retention periods, positively correlates
with increased slogan recall. Additionally, the complexity, length, rhythming, and jingle elements of slogan
design also impact recall. The article concludes that understanding these factors is crucial for practitioners
aiming to maximize the effectiveness of their slogans.

Three Major Points of Agreement:

1. Research indicates that, like slogan recall, music is a particularly powerful retrieval cue in advertising. There
was a strong positive correlation between brand awareness and slogan awareness, and both (more especially,
slogan awareness) were positively connected with all forms of mass media advertising, such as radio, television,
newspapers, and magazines.
2. Higher media exposure (i.e., larger advertising budgets and longer periods over which slogans are held and
promoted) is expected to increase slogan memory.
3. Respondents are able to recognize the brands linked with slogans when they can recollect them.

Three Major Points of Disagreement:

1. There was not much support for rhyming or jingles found in the article. These creative elements are presumed
to help with the recall of the slogans, but there is no evidence for their effectiveness.
2. The research argues that larger brands may not experience the same effects of jingles in real-world settings as
seen in lab settings, presenting a disagreement on the generalizability of certain findings.
3. Changing slogans for the sake of improving them is definitely not an appealing alternative, unless there is
compelling reason to discard a previous slogan.
 Recommendation Areas for Further Study:
1. Jingles and rhymes have the potential to make a difference in the solitary environment of laboratory settings as
well as in research involving single exposures. The messages are likely to lose their impact if they are repeated
often and there are several triggers.
2. Exposure to a catchphrase in order to measure any potential effects on memory. The effectiveness and impact of
each individual commercial, which will also affect slogan recall, are not captured in it.
3. Investigate the impact of consumer liking on slogan effectiveness, considering the potential influence of
emotional connections on recall.

Three Significances to the Field of Discipline:

1. Practical Insights: The study provides practical insights for marketers, enabling them to optimize slogan design
and media exposure for enhanced recall and brand building.
2. Theoretical Contributions: The research contributes to the academic understanding of slogan effectiveness by
examining the interplay between exposure in media and elements of slogan design.
3. Brand Equity Management: Understanding the factors influencing slogan recall contributes to effective brand
equity management, especially in the context of competitive markets.

References:
Kohli, C., Thomas, S., Suri, R. (2013, March). Are you in Good Hands? Slocan Recall: What Really Matters.
Journal of Advertising Research.
https://www.researchgate.net/publication/266138754_Are_you_in_Good_Hands_Slogan_Recall_What_Really_
Matters