Learn the proven methods of creating brand preference, brand recall and top of mind awareness. Learn how to use TV and radio effectively. Learn what makes a creative AND an effective ad. Learn why rhyme, rhythm and melody are crucial ingredients.

1. The Power of Sound in Advertising

2. Duane “DJ” Sprague

3. The Emotion of Music Sells Products and Builds Brands

4. PLEASE REVIEW “THE POWER OF SOUND IN ADVERTISING” BY DUANE “DJ” SPRAGUE AT WWW.YOUTUBE.COM/DUANESPRAGUE Echoic Impact Reel

5. WE CAN ONLY JUDGE AN AD CAMPAIGN BY GAINS IN LONG-TERM MARKET SHARE. JUDGING AN AD ON CREATIVITY, APPEAL OR RECALL IS MEANINGLESS IF IT DOES NOT GENERATE LONG-TERM GROWTH IN MARKET SHARE. Today we are going to review some of the most successful ad campaigns in history

6. A SHORT HISTORY OF SOUND IN ADVERTISING

7. The first Radio Jingle Saved Wheaties from Extinction Christmas Eve, 1926 in Minneapolis Minn., the modern commercial jingle was born when the Wheaties Quartet sang out in praise of a General Mills breakfast cereal. Executives at General Mills were actually about to discontinue Wheaties when they noticed a spike in its popularity in the regions where the jingle aired. So the company decided to air the jingle nationally, and sales went through the roof . Eighty years later, Wheaties is a staple in kitchens across the globe.

8. Established during the Great Depression in 1933 when Milton Blanc fastened together a washing machine motor, roller skate wheels and a steel cable that rotated sharp blades to cut tree roots out of sewer lines. By the 1950s, radio jingles began to dominate advertising, and Roto-Rooter created one of the longest-running musical jingles in history, which ran for 30 years . Roto-Rooter is North America's largest provider of plumbing and drain-cleaning services.

10. #10: Brylcreem: A little dab'll do ya

11. #5: See the USA in your Chevrolet http://redux.com/shmeso/XcHcHMkU2NvdG-cK

12. Oscar Mayer #6: I wish I were an Oscar Meyer Weiner

13. Coke: Id like to teach the world to Sing

14. http://www.adclassix.com/classictvcommercials/1960cocacola1.html Compare these two styles of ads for the same brand. Which is more powerful?

15. Armour Hot Dogs http://www.hulu.com/watch/29020/the- simpsons - armour-hot-dog-dance Good ads can become part of the Pop Culture, which creates endless free brand awareness

16. Alka Seltzer: Plop Plop

17. Mounds: Sometimes you feel like a nut, sometimes you don’t

18. Meow Mix Excellent integration of a well known, yet unique execution of a sound and the brand name into a jingle.

19. Test Your Memory

24. Which brand is this music bed for?

25. The impact of sound is so powerful and persuasive, it’s been outlawed!

26. January 1 st 1971 the federal government banned the use of radio and TV to advertise cigarettes. Why? #8: Winston http://redux.com/shmeso/mU3dzZXAgKGMbYWx

27. Federal Court Language “ Because the intrusive nature of sound, combined with repetition of impressions over a long period of time, cause the message to be permanently embedded in the long-term memory of the recipient, causing a real and significant potential for change in beliefs and behavior .”

28. The Neurology of Branding Explained

31. Long-term memory is stored in “neural pathways”etched into the brain through high- emotional impact or repetition .

32. Repetition of sound combined with rhyme rhythm and melody creates “ Neural Pathways ” How and why we remember so many slogans and jingles for decades

33. Why are jingles so catchy? Jingles are written to be as easy to remember as nursery rhymes . The shorter the better, the more repetition the better, the more rhymes the better. Jingles are designed to infiltrate your memory and stay there for years , sometimes popping up from out of nowhere. Psychologists and neurologists who study the effects of music on the brain have found that music with a strong emotional connection to the listener is difficult to forget . It was this discovery that led marketers to license pop songs for advertising . It turns out that some pop songs contain earworms : pleasantly melodic, easy-to-remember "hooks" that have the attributes of a typical jingle. Earworms are those tiny, 15- to 30-second pieces of music that you can't get out of your head no matter how hard you try. We don't know much about what causes earworms, but it could be the repeating of the neural circuits that represent the melody in our brains.

34. Visual Cortex : Primary visual perception Visual Association Area: Processes and interprets visual information. Stores visual memories Wernicke’s Area: comprehension of spoken language. Attaches words to images and images to words Prefrontal Cortex : Planning, emotion, judgment Auditory Cortex: Hearing Auditory Association Area: Processing of sound

35. Auditory Cortex Or Temporal Lobe. One on each side of the brain MRI Brain Scan

36. Visual Cortex or Occipital Lobe

37. Prefrontal Cortex or Frontal Lobe

38. Why Teenagers don’t think!

39. Breaking it Down

49. ONE WELL PRODUCED JINGLE WITH A DONUT CAN DO IT ALL 3-DAY KITCHEN AND BATH ANNITA BENNET ITUNES Tying it all together

50. Different Types of Sound and Jingle Usage

51. Full Sing Jingle Stinger Sound Effect Jingle Turned Song Which band performed this? Pepsi Pop Culture Classic Current Which College? Classic #3 Pepsi Cola Hits the Spot Modern Short Stinger This was a famous sound effect for which coffee brand? Which Cereal? Chiquita Banana

52. Current Quotes from Modern Advertising Experts A peppy jingle or clever catch phrase can make or break an ad campaign. A jingle is your musical logo.

53. Jingles are great. Jingles are powerful. Jingles are memorable. What has happened to them? Music is such a powerful, emotional conduit. It's also tuned for all media, internet included. Why don't we see more of this integrated consistently into campaigns? Current Quotes from Modern Advertising Experts

54. One of the most recognizable jingles on radio and TV -- for Oldsmobile -- predates commercial radio by at least a couple of decades -- because it was a popular song in 1905 (!). And several jingles including the “Kodak Kodachrome” and "Chiquita Banana" songs also "crossed over" into pop recordings. Current Quotes from Modern Advertising Experts

55. Introduction to How Commercial Jingles Work, by Tim Boyle A jingle is a radio or TV advertising slogan set to a (hopefully) memorable melody. Jingles are written explicitly about a product -- they can be original works designed to describe a product or service, or to help consumers remember information about a product. As long as the slogan is instantly catchy -- and hard to forget -- there's almost no limit to what advertisers can say in a jingle. It can be a slogan, a phone number, a radio or TV station's call letters, a business's name or even the benefits of a certain product. In this article, we'll take a look at this unique advertising technique to find out how commercial jingles worm their way into our psyches.

57. 2009 Nielsen Study: Average American Daily Media Usage

58. TV 70 Radio 19.8 Internet 23.4 Print 37

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