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Casual Articles - Advertising Jingles: Radio and Television's Strongest Tool for Visibility and Name Retention
If you’ve read any of my other marketing articles you’ll know that I believe that one of the key foundations of a strong business is to have “good clients”. From a small business perspective Accountants come high on my list of the type of companies who make good clients.So, what it it about accountants that tends to make them good clients? Before I get in to the positives, let me just mention the two great weakness that accountants have as business people. They tend to look back rather than forwards. This is probably because of the way they’re trained. They deal with accounts which are always in the past. They look at the patterns of the past to work out what went wrong and then try to correct errors to create a more profitable future.The other negative point about accountants is that they tend to be “r
I think about communication when things go wrong and often forget about sharing what is happening in business if I am on a good road. The problem is that communication within the organization should be constant and not treated as an inconvenience. I am more than guilty when it comes to staff meetings and I would rather duck out than face long boring talks. I tune out and think about my day rather than thinking about the company in general. By doing this, I was finding myself out of the loop so to speak and not really knowing the underpinnings of the problems the company was facing. I also was not aware of how and why we were winning business either. The only time I was interested is when I wanted to bring a problem to the table and get a resolution. Does any of this sound familiar? Somehow we need to change
Songs get information into our minds faster and more permanently than any other communication. Lovers speak fondly of “our song” because it instantly calls up happy memories. McDonalds’ s “Da da da DA DAHH” is so entrenched that the second part no longer needs to be sung -- our minds instantly supply “..I’m lovin’ it!” This is powerful stuff.
A person can be hot in the middle of a conversation. A jingle comes on a radio playing in the background and goes into our heads even though we’re paying no attention to it. Could any advertiser ask for more?
There are two caveats: a jingle must be as good as a hit song, and its ‘hook’ line must put a specific, relevant idea into listeners’ minds. Here are some great hooks:
“I scream, you scream, for Kline’s Ice Cream!” “Red Lobster for the Seafood Lover in You!” “We’ll be good to your car, so your car will be good to you, Jiffy Lube!” “Your Steven Kia Dealer’s got great Kia deals for you!”
Each one says exactly what the business does except the first, which ties the generations-old “I scream…” with the business. Kline’s means ice cream!
Unfortunately, no license is required to write or produce a jingle, and there are far more awful jingles out there than good ones. Here’s how to make certain you get a good one:
When you hear a really great jingle, make a note of the business it was produced for, and find out who did it for them. Before talking with a jingle house, be sure you know what your company’s Unique Selling Proposition, or USP, is. Your USP is that reason which gets people to buy from you rather than your competition. A USP is not a friendly staff, competitive prices, beautiful store, or number of years in business. Unique Selling Propositions are things such as money-back-plus-10-percent guarantees, 30-day free trials (if such a thing is rare in your industry), no-money-changes-hands-until-you’re-completely-satisfied, more color choices than any other store within 100 miles. In other words, a USP is a specific, instantly graspable, desirable advantage. Your USP can even be something common to every business in your industry except that no one is saying it. Claude Hopkins, the Father of American Advertising, once toured a new client’s
INTRODUCTION"Advertising is a science, not an art"Definition: The word advertising is from the root Latin advert: ad (to) vertere (turn), which means to call attention to. To advertise means: “to describe or praise publicly, usually to promote for sale.”Advertising is a special form of communication intended to persuade consumers to respond in a positive way toward a product, service or idea. In Washington, DC, the home of many non-profit advocacy organizations it means to persuade or to change minds.In other words the goal of advertising is to influence people:-to buy something,-to think well of something,-to ask they take a particular action.Contrary to popular opinion, advertising is a testable, provable, science, not an art. Effective advertis
A person can be hot in the middle of a conversation. A jingle comes on a radio playing in the background and goes into our heads even though we’re paying no attention to it. Could any advertiser ask for more?
There are two caveats: a jingle must be as good as a hit song, and its ‘hook’ line must put a specific, relevant idea into listeners’ minds. Here are some great hooks:
“I scream, you scream, for Kline’s Ice Cream!” “Red Lobster for the Seafood Lover in You!” “We’ll be good to your car, so your car will be good to you, Jiffy Lube!” “Your Steven Kia Dealer’s got great Kia deals for you!”
Each one says exactly what the business does except the first, which ties the generations-old “I scream…” with the business. Kline’s means ice cream!
Unfortunately, no license is required to write or produce a jingle, and there are far more awful jingles out there than good ones. Here’s how to make certain you get a good one:
When you hear a really great jingle, make a note of the business it was produced for, and find out who did it for them. Before talking with a jingle house, be sure you know what your company’s Unique Selling Proposition, or USP, is. Your USP is that reason which gets people to buy from you rather than your competition. A USP is not a friendly staff, competitive prices, beautiful store, or number of years in business. Unique Selling Propositions are things such as money-back-plus-10-percent guarantees, 30-day free trials (if such a thing is rare in your industry), no-money-changes-hands-until-you’re-completely-satisfied, more color choices than any other store within 100 miles. In other words, a USP is a specific, instantly graspable, desirable advantage. Your USP can even be something common to every business in your industry except that no one is saying it. Claude Hopkins, the Father of American Advertising, once toured a new client’s
Business forms play an important role in any successful organization. They help the business houses in many ways such as conducting day-to-day work smoothly, maintaining good customer relationship, complying statutory requirements, and many other things.Advancement in information technology enables business organizations to automate all their activities through computerized and online systems. Online facilities enable people to access the company's information from anywhere. As a result of globalization, companies expand their operations worldwide without territorial constraints. All these advancements lead the business organizations to grow faster. At the same time, they are also exposed to risks if proper safeguards are not incorporated.It has become necessary for every organization to design business
Each one says exactly what the business does except the first, which ties the generations-old “I scream…” with the business. Kline’s means ice cream!
Unfortunately, no license is required to write or produce a jingle, and there are far more awful jingles out there than good ones. Here’s how to make certain you get a good one:
When you hear a really great jingle, make a note of the business it was produced for, and find out who did it for them. Before talking with a jingle house, be sure you know what your company’s Unique Selling Proposition, or USP, is. Your USP is that reason which gets people to buy from you rather than your competition. A USP is not a friendly staff, competitive prices, beautiful store, or number of years in business. Unique Selling Propositions are things such as money-back-plus-10-percent guarantees, 30-day free trials (if such a thing is rare in your industry), no-money-changes-hands-until-you’re-completely-satisfied, more color choices than any other store within 100 miles. In other words, a USP is a specific, instantly graspable, desirable advantage. Your USP can even be something common to every business in your industry except that no one is saying it. Claude Hopkins, the Father of American Advertising, once toured a new client’s
Researcher, Nancy Adler conducted a monumental study in the mid 1980’s to address myths about women and international business. Her study investigated if commonly held myths about women in international business were true including: women are not interested in International business, women were not willing to travel overseas for a variety of reasons namely family responsibilities and women would not be viewed as credible in overseas business due to the local perception of women. Her study results revealed that many of these false perceptions were indeed myths often held by male managers and HR personnel, and that women were interested and willing to conduct business overseas.Today many of these same myths still exist despite the dramatic increase of women in business and women owned businesses and women trave
When you hear a really great jingle, make a note of the business it was produced for, and find out who did it for them. Before talking with a jingle house, be sure you know what your company’s Unique Selling Proposition, or USP, is. Your USP is that reason which gets people to buy from you rather than your competition. A USP is not a friendly staff, competitive prices, beautiful store, or number of years in business. Unique Selling Propositions are things such as money-back-plus-10-percent guarantees, 30-day free trials (if such a thing is rare in your industry), no-money-changes-hands-until-you’re-completely-satisfied, more color choices than any other store within 100 miles. In other words, a USP is a specific, instantly graspable, desirable advantage. Your USP can even be something common to every business in your industry except that no one is saying it. Claude Hopkins, the Father of American Advertising, once toured a new client’s
Conference organizers are a group of professionals who make all necessary arrangements to make a conference a great success. These organizers work with guidelines to make the conferences uniform and unique. Guidelines generally apply to all conferences, symposia and workshops with the exception of an annual meeting, which has its own set of guidelines. The primary role of the organizing committee is to design the technical program, including the selection of themes, invitations to plenary speakers and the scheduling of all sessions. The committee also reviews proposals for contributed presentations, posters and short courses and chose to accept or reject proposals.It is the responsibility of the organizing committee to ensure broad representation of plenary speakers and in all aspects of the program such as re
But every brewer did that, steam-washed their bottles. It was simply that no one had said it in their ads. And now that Hopkins’ client was saying it, his competitors couldn’t, because they’d look like they were being forced into it in order to compete, the implication being that they weren’t doing it before.
You can find something about your industry that’s true of you and your competitors but none of you is saying. Get the jingle house to put it in a song, and you’ve just taken the lead.
A good jingle house wants your USP, they want to know your style, how you see your company through your eyes, how your customers see it through their eyes.
Don’t fool with a jingle company that presses you to accept an idea. If you aren’t deliriously happy with something they bring you, don’t accept it and don’t give them a penny. You can expect to be asked for fifty percent up front, but do it only with the written understanding that you do not pay the balance until you have exactly what you feel in your gut is going to work for you, and that if for some unlikely reason you reach an impasse with the jingle house, the deposit is refunded with absolutely no deductions. Good jingle houses have no problem with these propositions and will probably suggest them.
When you get something you like, play it for everyone. Email it to people outside your industry. Don’t count all that much on what people in your business say; people ‘in the biz’ aren’t as capable of objectivity as those on the outside.
Expect to pay three to five thousand doll
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