communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.

1/05/2008

comms terminology

:-) I have often noticed that we seem to get bungled down in terminology so much so that sometimes what I think is a worthy job description is the spawn of Satan for my friends.

One of the biggest confusion points in comms is the tag line/ headline/ slogan / campaign slogan question. a brief article on the tag line vs slogan issue here (simple and to the point)
Also:
- headline: first sentence in the copy of a print ad (the main text, the interest builder, the one in BOLD letter if you will :-)
- campaign slogan: not really a term per se usually describes the most powerful headline in a multi headline campaign
- multi headline campaign - integrated campaign where the campaign message is rendered in differently worded phrases with ultimately the same meaning

LATER UPDATE: Andrei points me to this article on the difference between typeface and font. FYI

2 comments:

Andrei said...

oh, terminology! ))

tag line vs headline vs slogan is an all too often misuse, indeed.

now, another one of my list is font vs typeface. and here's an article i stumbled into lately you may find (together w the comments) enlightening on the question: http://www.aiga.org/content.cfm/theyre-not-fonts NB: note the discussion spanning for 5 (impressive, I say) - years

Bogdana said...

andrei, thanks. I have included it in the bulk of the post, if that's okay with you, as additional info for everyone