Your SlideShare is downloading. ×
  • Like
  • Save
Jingles All The Way1
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Jingles All The Way1

  • 3,399 views
Published

 

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
3,399
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
0
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. JINGLES SELL, JINGLE SELLS, JINGLES ALL THE WAY!!!!!
  • 2.
    • Nissa Razzak
    • Makia Aman
    • Farheen Khalid
    • Mustafa patel
    • Sana Syed
    • Umair Athar
    • Sukaina Zeeshan
  • 3. The first noise the baby will be able to hear is its mother! The sound of her heartbeat and voice echos to the baby.
  • 4.
    • A mother hears the scream of her baby
  • 5.  
  • 6. MUSIC
    • Music is an art in which the medium is sound
  • 7.  
  • 8.
    • Music is more personal than you thought…
  • 9.
    • music is a powerful medium that can help bring the emotional qualities of products and services to life, more significantly….
  • 10.
    • People like music; they like to sing. They associate music and singing with happiness, excitement, and fun. There is no faster way to create a positive impression for your product or business than to place its name in the "hook" line of a well-crafted jingle.
  • 11.
    • Music intensifies pictures and colors words.
  • 12.
    • It enriches the key messages and stimulates the listener.
  • 13.
    • Music may well be the single most stimulating component of advertising
  • 14.
    • "Music...can name the un nameable and communicate the unknowable." Leonard Bernstein US Composer & Conductor (1918 - 1990)
  • 15.
    • “ From the pulse and rhythm found in our heartbeat, breathing and movement, to the melody that is created in our laughing, crying, screaming or singing, music is such an intrinsic part of who we are. The whole range of our emotions can be held and expressed within the rhythms and harmonies of our personal different musical styles and idioms
  • 16.
    • And whilst there are certain elements of music that are primal and connect with people regardless of culture and geography….
  • 17.
    • We are loyal to music because of how it makes us feel – a brand has the same ambition.
  • 18.
    • Music is a powerful marketing tool that not only has the ability to add credibility to the brand by building on an emotional relationship with a consumer
  • 19.
    • U n I in this beautiful world…. sometimes do get bored and tired of watching the same stuff on teevee for paanch or more than paanch hours n ….
  • 20.
    • we wish to get a cool break from the monotony, and suddenly pops up an ad and makes you smile…
  • 21.
    • And then…these ads…esp. their jingles start controlling u… your mind! U just forget about everything
  • 22.
    • and sote-jaagte-….you just think about these jingles
  • 23.
    • ek baar ads ka jaadoo cha jaaye… jingles ka mania ho jaaye….toh yeh dil maange more and more of those mad ads…. So, here goes
  • 24. WHAT’S A JINGLE….
    • A JINGLE is like your business logo, with an emotional connection.
  • 25.
    • Just as your customers recognize your logo, they will remember you by your jingle.
  • 26.
    • Jingles are a good investment because the same jingle can be used again and again to tie together your campaign.
  • 27.
    • A jingle is basically the strategy in rhyme; to convey messages that visuals alone cannot.
  • 28.
    • A jingle can be in a form of MUSIC only…
  • 29.
    • A jingle is a memorable motto or phrase used in a political
    • Example of MQM made a commercial with a motto of SAATHI in the recent elections
  • 30.
    • news channels
    • Example of Geo
    • BBC
    • DAWN NEWS
    • PTV
    • STAR PLUS
  • 31.
    • Soaps
    • Most of the soaps have jingles and songs
  • 32.
    • It can be a slogan
    • Life buoy hay jahan tandurasti hay wahan
    • Dawlance liya to baat buni
    • Ufone Tum he to ho
    • Supreme: yahee to apna pan
    • Tallo banaspati ammi tallo may pakao humhay sehat mund bunaao
  • 33.
    • a phone number, a radio or TV station's call letters,
    • Tele fun 090078601
    • FM Dial in 1-111-111-96
  • 34.
    • a brand’s name...Dulux
    • Iffco
    • Kolson
    • Ufone tm he to ho
  • 35.
    • or even the benefits of a certain product…Acer computer
  • 36.
    • A jingle mentions the brand name, whereas a song doesn’t.
    • If you look at Hindi movies, every hit film also has hit music. The two go hand in hand. So for an ad too, good music can help make it a hit.
  • 37.
    • Cigarettes, candies, colas, cars, personal care products, lawn suits, financial services, telecommunication, tv channels, high involvement products---if they didn’t come with a catchy tune, they weren’t worth having…there isn’t a market without a jingle
  • 38. Implications
    • Subconscious ...
    • Music works on the subconscious. You may not even know it's working until the latest hit is stuck in your head.  It's hard to remember a print ad or voiceover from a year ago, but a jingle keeps working for you….
  • 39.
    • Example of Ollwell…..
    • Ollwell’s Ad differentiate it form Nesvita
    • Using the song EVERY BREATHE YOU TAKE
  • 40.
    • Entertainment
    • Good jingle can contribute to the effectiveness of an advertisement merely by making it more attractive. A good ad engages the attention of an audience
    • Safeguard qawali
    • Head and shoulder’s ad
  • 41. 2. Structure/Continuity
    • the most important structural role is in tying together a sequence of visual images and a series of dramatic episodes, narrative voice-overs, or a list of product appeals. Fanta Ad
  • 42. . Memorability Total respondents 500 location: Karachi SOURCE: SYNERGY MAG
  • 43.
    • Music and lyrics are up to 90 times more memorable than the spoken word. Do you still remember "Mary had a little lamb" and "Twinkle, Twinkle Little Star"?
  • 44.
    • An effective jingle is constructed to stay in one's memory (colloquially, "ringing a bell").
  • 45.
    • A Jingle gets you noticed... A jingle breaks through spoken word clutter. Jingles stand out, and separate you from your competition. Top of Mind Awareness:
    • Consumers recall your jingle long after your commercial is over. Each time a consumer sings, whistles, or hums your jingle, it's like a free replay of your message
  • 46.
    • A jingle, a clear message put to great music is the strongest, most reliable way to get your message remembered.  The jingle keeps working even after the 60 second spot is over.
  • 47. Cognition
    • retention
    • Retrieval
    • Nauras ad
    • Close up
  • 48.
    • Research shows that the memory retention of a commercial jingle is 10 times faster than that of an all-talking ad.
  • 49.
    • A jingle keeps on selling long after it's first heard.
    A good jingle sets up shop in a listener's mind and reinforces your name and your selling points. When the customer sees your name (in a store or in print), the jingle plays again in their mind, and the message is reinforced again!
  • 50. Lyrical Language
    • A fourth technique of musical enhancement is the use of lyrical language. Vocal music permits the conveyance of a verbal message in a non spoken way…Levi’s ad deepika
  • 51. 5. Targeting
    • Lower class: Gai soap
    • Women: Dove
    • Example of Bundoo may (KINLEY N LIMCA)
  • 52.
    • consumers tend to remember the lyrics and the message, so presenting a familiar tune with a twist helps refresh the jingle in the consumer's minds. "People get bored with something they hear again and again, but when you tweak something, then they will be even more interested because of the fresh new way in which it is being presented
  • 53. 6. Authority Establishment
    • In addition to credence established by personal authority, advertisers associate with race, sex, age, and social class or status . Since differences in musical taste have close correspondences to such groups, musical style may be used as a very effective nonverbal identifier….
    • LG ADS
  • 54. JINGLES & PERCEPTION
    • Jingles will not change the perception of the audience, it is just a style of execution that is used. The basic thing in an advertisement, its aim, its content, it message, changes the way people look or feel about the product. Jingle is a choice, and for an advertisement to be effective, it has to have, the right ingredients, be it jingle or comedy or just simple matter of fact approach.
  • 55. Example of Good milk
    • Good milk is a generic name
  • 56. Attitudes
    • AIDA
    • A - Attention (Awareness): attract the attention of the customer.
    • I - Interest: raise customer interest by demonstrating features, advantages, and benefits.
    • D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs.
    • A - Action: lead customers towards taking action and/or purchasing
  • 57. Emotion ...
    • This powerful ability, to paint a mental image for your listener, allows you to combine both logic, in your message, and emotion, in your music.  Logic and emotion can be the two strongest factors in the decision making of potential customers.  A good jingle can deliver both.
  • 58.
    • We make our buying decisions with the help of an emotional connection. Almost all purchasing decisions are driven by emotion. We have no defense mechanism to music. Music has a direct connection to our emotions and our memory.
  • 59. Affective component
    • Emotions and feelings cadbury indian ad
  • 60. Simple repetition is a very common tactic in all persuasion.
    • Constant repetition is used to imprint on the memory of receivers to identify, recognize, and respond. People often complain about the annoying intrusion of ads, often repeated, as being " clutter " or as a saturation blitz.
    • jingles will have a wide variety of message content , but, an important function of any frequently repeated slogan is simply name recognition : to make the brand memorable, known, and remembered.
  • 61. Involvement theory
    • High: Dell’s ad now no need to tell functional benefits
    • low
  • 62. Negative aspects
    • Psychological Noise (clutter) Each and every brand is using JINGLES to get the attention of the audience even "bad" jingles get results. Like them or not, they're still memorable .
  • 63.
    • Today, consumers are assaulted with more channels and bombarded with more and more brands and it is hard to recall too many recent ads of some mega brands that are spending hoards of money to get noticed
  • 64. Abrasive advertising
    • Unpleasant or annoying jingles can also be effective
    • This can leave the brand name and the message in the minds of the consumers
  • 65.
    • There can be quiet a few reasons for a jingle to fail, the most important one is poetry, and no one can ever know, why a certain kind of poetry gets hit. It is always a creative fluke. Advertisement and jingle advertisement in particular is entertainment, and if it is not done right, it will fail.
  • 66. culture
    • There will be more and more jingles as the pop culture progresses in this country. In countries where the music industry is fully developed, the advertisements ware more jingles based. Like in USA, where as in India, more focus is on, film industry, and that is why we see, film stars, in almost all of their ads. For instance in UAE, where there is no local pop culture or local film industry boom, all focus in advertising is on lifestyle and luxury. So, basically the advertising follows the culture, and hence the jingles are seen in advertising over the years, as culture changes.
  • 67. AD AGENCIES VIEWS
    • “it’s getting very boring and surely it’s affecting the way ads are made….The jingle is NOT A MUST”
  • 68.
    • Imran syed, CEO, Adcom, the agency behind the wildly hummable and successful Talkshawk jingle, points to our love for formula
    • “ people feel they have a formula for success. You show, in one-minute commercial, feel-good slices of life, nice visuals, THROW IN A JINGLE and you are onto a winner. This formula has been over exposed: jingles don’t work if they are there just for the sake of it. Just by singing you can not break clutter
  • 69. JINGLES AND SALES
    • Actually a jingle can bring a product down, instead of increasing sales, if it is used in a wrong place. But it all depends on what is being done, if a product is totally new, and it has more features that need explaining, then a song and dance will not be a good idea.
  • 70.
    • all the products to do with entertainment and fun, can work well with jingles, as they put the audience into the right mood for the actual message to come.
  • 71.
    • Name the brands which have used jingles in their ads but they got failed and why?
    • All the products tat you do not remember, and used jingle in their ads are failures. And there are so many of them. There are only a handful of jingles we remember, from the classic to the new ones. Like, Lipton, Tapal, u-fone, bonanza, Norus, Phillips, diamond supreme foam.
    • Where as lots used, but we do not have a recall, Like who remembers, Qurshi sharbat, Olympia carpets, Rose petal, Lawrencepur, Blue band, etc . who all used jingles, but could not register
  • 72.
    • Name the brands which have used jingles in their ads but they got success and why?
    • There are lots of success stories with jingle based ads, and that is why a lot of people, think it will work for them as well. All the telecom industry is doing it in Pakistan. The tea ads, the urea ads, are with jingles. The most successful and well know, ad was in tea, started with Lipton, “chay cha heyah,,,,kon see janab?” and it was followed by Tapal, with “thoree see pati tapal key, chay banay kamal key”
  • 73.
    • Why these jingles worked, is unknown, as they were both flukes, like most of the advertising in our country. And it is because we do not have data to help us made decision. Where as in other countries, these things are calculated, with the help of research data available. For example, when PEPSI decided to use pop stars in their advertisements, in the 1980s was a big step, and it was all researched and calculated, on the data on teen age population and the rise of pop culture.
  • 74.
    • Is it true that by using whether good or bad jingles, people will always remember the brand name?
    • Yes, but only if the brand name is present in the jingle. As evident with telecom industry advertisement in our country, none of the jingles are registered, as they do not have the brand names in them, except the “u-fone, tum he to ho” campaign. But even that, did not go as far as Lipton, and Tapal, was able to achieve.
  • 75.
    • In our country, it would be right to give a good 40% to it. We took the sample of tv ads of 0ne hour
    • 15 ads were based on jingles
  • 76.
    • Jingles have a real big disadvantage of taking all the attention as a song, and putting the product in the shadow. i.e. the audience missing the point completely, and getting lost in the song. And if the song goes further and becomes associated as a cheap joke, then the product at hand is really doomed.
  • 77.
    • What matters most in the jingle: the lyrics or the music?
    • No jingle will be successful with weak lyrics, and then comes music, if it is not catchy it will not be able to do justice to the lyrics. But what is even more important is what the lyrics are saying, the main theme, the basic idea. It has to be giving true entertainment value, for people to take notice and remember it.
  • 78.
    • Comparison of Pakistani jingles’ ads with Indian and international ads
    • Pakistani ads are inspired from Indain ads that are inspired by other international ads. And the international ads are based on cultural research and trends.
    • Some ads are more creative jingle wise from Pakistan than India, e.g. lux ad with reema has a better jingle than lux ad with Preeyanak . but at the end of the day it is all about, international exposure, money, and professionalism…these things are still to come to a basic level in Pakistan. The market is here, but the purchasing power is not, so the companies do not want to put in huge advertising budgets. Plus, the true potential of the markets is not seen, because of there being no data available.
  • 79.
    • Zohra yusuf, creative director at spectrum DYR, seconds the thought
    • I find jingles are often a substitute talking about product attributes. For example, there is not much one can say about biscuits or milk so it is easy to resort to singing their praises
  • 80.
    • He points out that advertising in Pakistan started more of an audio and the film industry--- and it was the only talent available when TV came to Pakistan. The quality of jingles was excellent. By and large, it still is..
  • 81.
    • I don’t agree that it has been overdone. It’s a great way of registering a brand. If something can be recited by you, it’s great for BRAND RECALL, you can forget an image, but a catchy tune is more difficult to forget
  • 82. OYE BUBBLY
    • Pepsi Foods Pvt. Ltd 
    • Destination
    • Pepsi sales were stagnant. Our brief was to bring back ‘the magic of cola' and re-establish the ‘thirst for Pepsi'.
    • Platform
    • We introduced the concept that even inanimate objects thirst for Pepsi and created a catchy consumer one-liner: ‘Oye Bubbly'. We had to ensure that ‘Oye Bubbly' was all-pervasive, irreverent and youthful.
    • Design and delivery
    • We identified high impact opportunities including a custom-created music album and video, a specially created Bubbly grind aired at every moment of celebration by the Indian team during the
  • 83.
    • 15% increase in brand TOM within a week of launch
    • 67% spontaneous ad recall for Bubbly in the week of launch
    • Oye Bubbly music album sold over 60,000 copies
    • Consumption after the first week went up by 25%
    • Unsolicited PR coverage for Oye Bubbly on news channels and newspapers
  • 84. Jingles in Radio Advertising
    • It’s one of the staples of radio advertising. People turn on the radio to listen to music, that's why commercial jingles fit in so well, they are music, and you get a multiplier effect for the advertising.
    • Example of kurkuree ad
  • 85.
    • There is an old saying in advertising, ‘When you have nothing new to say, sing it’
  • 86.
    • Then there are ads where the jingles support a great ad idea and also embellish the ad
  • 87.
    • There are also jingles that become the ad idea itself, like the ‘Kya aap Close-up karte hain?’
  • 88.
    • Brand and Bond With Customers (brand loyalty) Familiar music attuned to your customer's tastes strikes a positive chord.
    • Jingles Make a Winning Image Consumer opinion is more important than ever. Custom produced music and lyrics impress consumers that your business is credible, strong, and here to stay.
  • 89.
    • "If a jingle is done well, it offers a lot of versatility, and can be built into an enduring brand property,
  • 90. BRAND Image
  • 91.
    • If music evokes emotion, understanding emotion and the ways that each and every one of us experiences the “same” emotion is almost as complex as the ranges of emotion that make up the individual and their personality
  • 92. Subliminal music
    • Subaudible Messages – very faint audio messages
  • 93.
    • Subliminal music is a subliminal product because of it contents can be heard only by the subconscious. This way Subliminal music cant be heard by the conscience allowing the mine of accepting affirmations of healing, sometimes can be hear of conscience, the affirmations are hide behind second sound. The Decorative Subliminal music helps the brain to be in the alpha state. The more time you heard the music more faster works.
    • This Subliminal music contains positive statements in a decorative manner like: I am 100% cure!, My immune system is strong, I love Myself, and I approve Myself, I'm the most important person in my life, I forgive myself and the rest of the people, I'm so happy, I love Myself, and I approve myself, I don't have any resentment in my mind, I have to much happiness that every body can, take happiness from Me, My body creates helpful antibodies, I like vegetables, I like fruits, I like smiling, I am cured, I like water, My body is perfect, I am a complete Person, My immune system maintains health.
    • Subliminal music is helpful for improving various aspects of life like to banish worry, to stop smoking, to lose weight, to eradicate bad habits. The Subliminal music is very helpful to remove stress, to achieve success, to increase self confidence, improve the mental condition
    • Simply play the Subliminal music as one go about his daily activities. One can use Subliminal music while working, driving, reading, watching TV, exercising, relaxing. One can use Subliminal music even sleeping. Listening to the Subliminal music takes no time out of the daily routine. Subliminal music needs no concentration. Subliminal music needs no active effort for the Subliminal music to be effective. One can listen Subliminal music when he is working on the computer or chatting with his friend or paying the Bill online. One can use Subliminal music in the vehicle while driving. Although one would not listen any spoken word in the Subliminal music but the Subliminal music make impact in the subconscious mind where Subliminal music work to cancel negative, self-limiting beliefs and replace them with new positive thoughts. Once one able to free himself from these negative thoughts with positive thoughts. Then his self-confidence will increase which change your life better. Ones personality, mind power, body language will improve will must most improve by Subliminal music. Subliminal music can change ones life style.
    • Subliminal CD’s contain Subliminal music with positive statements or affirmations concealed in beautiful music. Although one won’t consciously hear any spoken words on the Subliminal music, the messages are perceived by one subconscious mind where Subliminal music work to cancel negative, self-limiting beliefs and replace them with new positive thoughts. Once one free himself from the self-defeating beliefs that have held him back, he will see his life changing for the better. Subliminal music is essential for everyone. Subliminal music is very much wonderful for the student who is seeking for a job. Subliminal music is essential for the Old age people who are gone through depressed thoughts. Subliminal music is also essential for mental patient.  
  • 94.
    • The human brain is a very powerful tool. However, it has been estimated (by Einstein) that we only use about 5% of our minds consciously. So, to use more of our brain, we have to learn to use our brain not just consciously, but also at SUBCONSCIOUS levels. It is your subconscious mind that is the real power center of your being. The subconscious mind serves as our personal computer. It regulates your heart, plays chemist for your digestive system, and analyzes input from your senses like an ultra sophisticated computer - which it is
    • Subliminal Music is defined as: “Below the threshold of conscious perception” . The threshold of consciousness is the dividing line between something can be processed by the conscious mind and something that enters the subconscious mind without any processing.
    • The Decorative Subliminal music helps the brain to be in Alfa. The more times you hear the music, the faster it works. Subliminal music contains positive statements in a decorative manner like :
    • I am 100% cured! , My immune system is strong, I love Myself, and I approve Myself, I'm the most important person in my life, I forgive myself and the rest of the people, I'm so happy, I love Myself, and I approve myself, I don't have any resentment in my mind, I have to much happiness that every body can, take happiness from Me, My body creates helpful antibodies, I like vegetables, I like fruits, I like smiling, I am cured, I like water, My body is perfect, I am a complete Person, My immune system maintains health.
    • Subliminal music is helpful for improving various aspects of life, for example to banish worry, to stop smoking, to lose weight, to eradicate bad habits. In addition, subliminal music is very helpful to remove stress, to achieve success, to increase self confidence, improve the mental condition
    • Simply play the Subliminal music as you go about your daily activities. One can use Subliminal music while working, driving, reading, watching TV, exercising, relaxing. One can use Subliminal music even while asleep. Listening to the Subliminal music takes no time out of your daily routine. Subliminal music needs no concentration. Subliminal music needs no active effort for the Subliminal music to be effective. One can listen Subliminal music when he is working on the computer or chatting with his friend or paying the Bill online. One can use Subliminal music in the vehicle while driving. Although one does not hear any spoken words in the Subliminal music, nonetheless the Subliminal music makes impact in the subconscious mind where the Subliminal music works to cancel negative, self-limiting beliefs and replace them with new positive thoughts. Once one able to free himself from these negative thoughts with positive thoughts. Hence your self-confidence will increase which would make your life better. One's personality, mind power, body language can be imporved with Subliminal music. Subliminal music can also change one's lifestyle.
    • Subliminal music is essential for everyone. Subliminal music is very much wonderful for the student who is seeking for a job. Subliminal music is essential for the Old age people who are gone through depressed thoughts. Subliminal music can also prove to be helpful for mental patients.