And so the domino effect starts. The jingles start playing around in the minds of the people around you, who eventually sing them back to you (while being really annoyed with you for sharing it with them in the first place).
Like a brand’s logo or tagline, jingles are an element of branding. It’s a marketing technique that’s been around since the 1920’s and is simply a uniquely identifiable audio clip that appeals to the consumers’ hearing senses to identify your brand.
The Power of Repetition
A study done by the University of Vienna in 2012 shows that 89% of the people asked found jingles to be a highly effective advertising method. One of the biggest reasons for this is the power of repetition. Once you have heard a short melody with the same phrase more than once, you easily recognize it. When you add simplicity, catchiness, a strong message and a positive emotional tune and copy, you have the formula to create a great jingle that people will remember and associate with your brand.
In a more and more digitalized world, many believe jingles are old school and outdated. Less competition is great news, so this is even a bigger reason why you should put some of your marketing budget into creating the perfect jingle. Another reason for making a jingle is that sound still has a very strong and powerful impact. Audio builds familiarity and emotional connection. Yet approximately 80-85% of the advertising we are exposed to today focuses on the sense of sight.
