It was designed to get stuck in my head and through endless repetition I was beaten into submission. Indeed, according to Mc Cambley, reach and frequency is a nice way of saying boring repetition and, long ago, jingles helped brands capture consumers' attention even if those consumers left the show during commercial breaks. Our job is to make people remember a brand when they look for a product on a store shelf. In that way, a jingle is the most distilled expression of that desire to remember, Coons said. As a device, jingles don't have to worry about being relevant, they have a job: to get stuck in your head. Advertising Continue reading below What's more, Coons said that's precisely why consumers remember Mr. Clean's jingle: it's a catchy song. 4.
Jingles cut the noise And, according to Davis, jingles can still be used to break up the clutter of our oversaturated, always-on, highly image masking service competitive world and simultaneously give consumers a sense of familiarity and comfort. Given the competitive state of a consumer's attention - anything that will provide an edge to break through, grab attention and sustain brand recall is vital, said Daniel Lobring, chief executive of the communication to the integrated sports marketing agency rEvolution. With consumers watching - or more likely just listening to - video ads, TV ads, internet radio ads, etc., there's a good chance that a memorable hook over a simple read will grab their attention, good or bad.
In some ways, the jingle becomes the or the boilerplate. Think McDonald's I'm Lovin' It or Kit Kat's Gimme a Break - in many ways you expect to hear it at the end of a spot. It seeps into your subconscious. Advertising Continue reading below 5. Jingles are manipulative Shmuli Rosenberg, CEO of marketing and media company fwdNYC and who says he's starting an entire division dedicated to jingles and has already written and produced a number, including the Kars4Kids jingle, agreed that the music has a way to embed messages into the consumer's psyche. When words are put to music, their meaning is amplified and they become much more powerful and powerful, he said.