Can it be true?
A new survey shows that automobile advertising - the category that brings in the most ad dollars - has not produced any of the 15 most memorable slogans in modern advertising.
Advertising tag lines for Allstate Insurance Co., Charmin bathroom tissue, Rice Krispies, Wheaties and pork make up the five most memorable slogans, according to the study by Northwestern University's Medill Graduate Department of Integrated Marketing Communications.
Top-ranked automotive ad slogans, based on respondents' ability to identify the advertiser, are:
Ford's 'Built Ford Tough,' which ranks 19th nationally with 41.2 percent awareness.
Volkswagen's 'Drivers Wanted,' which is 23rd with 30.6 percent awareness.
BMW's 'The Ultimate Driving Machine,' which ranks 29th with 12.6 percent awareness.
The survey measured recognition of the most popular ad slogans among the U.S. population with a sampling of 1,003 adults, according to Clarke Caywood, chairman of the Medill department.
The two-part study first identified and ranked the top 30 slogans, then measured the percentage of respondents who correctly identified the brand, product and company behind each slogan.
'What stands out for consumers is simplicity, creativity and longevity,' Caywood says. 'The more targeted the words and message and the longer running the slogan, the higher it ranked.'
Some slogans scored high on recognition but low on product association, Caywood says.
The slogan research study was conducted by Caywood in collaboration with Anders Gronstedt of the Gronstedt Group and was underwritten by the Bozell Group.
Phase 1 tested 114 slogans through 126 personal interviews. Phase 2 tested the top 30 slogans through phone interviews conducted with the national sample of adults.