Wednesday, March 22, 2006

Well Written Radio Jingles Can Save Your Budget

You're up at the crack of dawn, staring down that person in the mirror when you realize things aren't going to look better until you start your morning routine. You begin by tuning in your trusted radio announcer who feeds you the time, news, weather and traffic situation all topped off with a couple of radio commercials.

Little are you aware that a sinister event will soon unfold. That your mind is subtly being programmed.

The truth reveals itself at the end of the day, when you cut that wonderful roast on your dinner plate and start singing "I'm stuck on bandaid, 'cause bandaid's stuck on me".
In fact, you realize you've been singing the hook line to the Johnson & Johnsons bandaid jingle pretty much all day....

Now, what do you suppose you're actually doing. Well, you are in fact planting a solid memory in your long-term memory centre just by humming this tune all day.

And what do you think you'll buy the next time you need a bandaid?
Case closed. Jingles work.

In fact they work so well that advertisers are willing to pay big bucks for old classic tunes that can be used to sell anything from cars to fashion to ipods.
So do you run out and get a jingle done? Not so fast.

There are things you absolutely need to know before you get a jingle produced.
First, you don't want any wanna-be rock star or garage band to do it for you.
Unless you have a team of bright creatives who can spell out exactly what you're looking for, don't bother. This isn't a knockdown on the talent pool of available musicians. But a musician does not a marketing expert make.

It is difficult indeed to find a music studio that can identify your target market, understand the benefit of the product, match up the right music style and determine the best way to get the product name humm-able without sounding like it a forced effort.

Most music studios can give you the greatest musicians and vocalists, but unless you have someone who can see the whole picture, you'll end up with a mediocre spot.

Then there is the challenge of whether you should buy 60 second, 30 second or 15 second spots. The saavy production houses are able to write them so that they can be easily edited if need be.

But do you really need a 60 second spot?
And how long do you run the jingle. Which version should you play. The 10 second donut (announcer sell portion) or the 20 second donut?
Believe it or not, there is a right and wrong way to run a jingle campaign.
To answer some of these questions check out my website at

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