The Importance of a Catchy Jingle – Part 1

We talk a lot about the importance of visually appealing logos for your business – but what about another classic element to branding, the catchy jingle?

A short, brief, original spurt of music that complements your commercial is known as a jingle. Their popularity is often associated with ads on the airwaves in the ‘50s and ‘60s, though the idea of using lyrical harmony to hold hearers’ attention is much, much older than radio itself. Before the first half of the 20th century, this concept can be noted in reference to such concepts as barkers in marketplaces who sang slogans and sales in order to grab buyers’ attention from their competitors.

We apologize in advance if you’re about to get one of these caught in your head all day, but a few famous jingles you may immediately recognize are:

1. “I’d like to buy the world a Coke and keep it company.” (1971)

2. “You deserve a break today, so get up and get away to McDonald’s.” (1971)

3. “I am stuck on Band-Aids brand cause germs don’t stick on me!” (1988)

4. “Gimme a break, gimme a break, break me off a piece of that Kit-Kat bar!” (1991)

5. “The best part of waking up is Folgers in your cup.” (1999)

Interestingly enough, the most popular jingles that people recall are also associated with visual commercials from the 70s-90s rather than radio advertising – even though the likability factor has nothing to do with what was happening onscreen in these ads.

Mad 4 Marketing is a huge advocate of using 360-degree campaigns to reach audiences from multiple points of impact. In that same sense, we’re strong supporters of advertising that elicits a response from all five of the senses, truly ingraining your brand into a person’s memory. We haven’t quite mastered the art of smell advertising – although with the mouthwatering aroma of hot dogs on the grill, it’s definitely something to look into for our newest client, National Deli!

But one thing that we can’t emphasize enough is the importance of strong sound in your advertisements, from addictive music to crystal-clear sound bytes. Come back next week to learn more about The Importance of Catchy Jingles!

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