The Power of Sound  in Advertising
Duane “DJ” Sprague
The Emotion of Music Sells Products and Builds Brands
PLEASE REVIEW “THE POWER OF SOUND IN ADVERTISING” BY DUANE “DJ” SPRAGUE AT  WWW.YOUTUBE.COM/DUANESPRAGUE  Echoic Impact Reel
WE CAN ONLY JUDGE AN AD CAMPAIGN BY GAINS IN LONG-TERM MARKET SHARE. JUDGING AN AD ON CREATIVITY, APPEAL OR RECALL IS MEAN...
A SHORT HISTORY OF SOUND IN ADVERTISING
The first Radio Jingle Saved Wheaties from Extinction Christmas Eve, 1926  in Minneapolis Minn., the modern commercial jin...
Established during the Great Depression in 1933 when Milton Blanc fastened together a washing machine motor, roller skate ...
<ul><li>TOP 10 JINGLES OF THE CENTURY </li></ul><ul><li>You deserve a break today (McDonalds)  </li></ul><ul><li>Be all th...
#10: Brylcreem: A little dab'll do ya
#5: See the USA in your Chevrolet http://redux.com/shmeso/XcHcHMkU2NvdG-cK
Oscar Mayer #6:  I wish I were an Oscar Meyer Weiner
Coke: Id like to teach the world to Sing
http://www.adclassix.com/classictvcommercials/1960cocacola1.html Compare these two styles of ads for the same brand.  Whic...
Armour Hot Dogs http://www.hulu.com/watch/29020/the- simpsons - armour-hot-dog-dance Good ads can become part of the Pop C...
Alka Seltzer: Plop Plop
Mounds: Sometimes you feel like a nut, sometimes you don’t
Meow Mix Excellent integration of a well known, yet unique execution of  a sound and the brand name into a jingle.
Test Your Memory
Slogan Test <ul><li>“ Fly the friendly skies of ___________.” </li></ul><ul><li>“ You deserve a break today at __________....
Slogan Test <ul><li>“ Winston tastes good like a _______should.” </li></ul><ul><li>“ 7-Up the _______.” </li></ul><ul><li>...
Slogan Test <ul><li>“ The Shane company, now you have a friend in the ________  __________.” </li></ul><ul><li>“ You’re in...
Slogan Test <ul><li>“ Where’s the beef.”  ? </li></ul><ul><li>“ It’s a _______ moment.”  </li></ul><ul><li>“ Just do it.” ...
Which brand is this music bed for?
The impact of  sound  is so powerful and persuasive, it’s been  outlawed!
January 1 st  1971 the federal government banned the use of radio and TV to advertise cigarettes.  Why?  #8: Winston http:...
Federal Court Language “ Because the  intrusive  nature of sound, combined with  repetition  of impressions over a long pe...
The Neurology of Branding Explained
<ul><li>Short-term memory is stored as electrically charged neurons in the brain. Sleep erases most short-term memory, lik...
<ul><li>Long-term memory is stored as a virtually permanent chemical state in the brain.  This is the hard drive of your b...
Long-term memory is stored in “neural pathways”etched into the brain through high- emotional  impact or  repetition .
Repetition of sound combined with rhyme rhythm and melody creates “ Neural Pathways ” How and why we remember so many slog...
Why are jingles so catchy? Jingles are written to be as  easy to remember as nursery rhymes .  The shorter the better, the...
Visual Cortex : Primary visual perception Visual Association Area:  Processes  and interprets  visual  information.  Store...
Auditory Cortex  Or Temporal Lobe.  One on each side of the brain MRI Brain Scan
Visual Cortex  or Occipital Lobe
Prefrontal Cortex  or Frontal Lobe
Why Teenagers don’t think!
Breaking it Down
Breakdown of Effective Ad Components <ul><li>Sound :  Sound is the only  intrusive  medium that permeates the subconscious...
Effective Ad Components <ul><li>Get attention: </li></ul><ul><ul><li>Sound effects </li></ul></ul><ul><ul><li>Music </li><...
Effective Ad Components <ul><li>Mention the products name </li></ul><ul><li>Use repetition (in the ad itself and in the ca...
Effective Ad Components <ul><li>Sound Believable/Establish Credibility: </li></ul><ul><ul><li>Awards </li></ul></ul><ul><u...
Effective Ad Components <ul><li>Use a Jingle : A jingle is essentially a custom written song about your brand, that fills ...
Effective Ad Components <ul><li>Subliminal or Obvious Emotional Appeal  </li></ul><ul><li>(the top 4 things people want): ...
<ul><ul><li>To be accepted, attractive, desirable </li></ul></ul><ul><ul><li>To be healthy </li></ul></ul><ul><ul><li>To b...
Effective Ad Components <ul><li>Testimonials </li></ul><ul><li>Contact Info </li></ul><ul><li>Bribe/Incentive: </li></ul><...
Summary  of Timeless and Proven Effective Ad Components <ul><li>Use Sound </li></ul><ul><li>Get Attention </li></ul><ul><l...
ONE WELL PRODUCED JINGLE WITH A DONUT CAN DO IT ALL 3-DAY KITCHEN AND BATH ANNITA BENNET  ITUNES Tying it all together
Different Types of Sound and Jingle Usage
Full Sing Jingle Stinger Sound Effect Jingle Turned Song Which band performed  this? Pepsi Pop  Culture Classic Current Wh...
Current Quotes from Modern Advertising Experts A peppy  jingle  or clever catch phrase can make or break an  ad  campaign....
Jingles are great. Jingles are powerful. Jingles are memorable. What has happened to them? Music is such a powerful, emoti...
One of the most recognizable jingles on radio and TV -- for Oldsmobile -- predates commercial radio by at least a couple o...
Introduction to How Commercial Jingles Work, by Tim Boyle A jingle is  a radio or TV  advertising slogan set to a (hopeful...
Why Sound is  Still Relevant  in Advertising Today <ul><li>The new Lagoon TV ads </li></ul><ul><li>Online videos  (See U o...
2009 Nielsen Study: Average American Daily Media Usage
TV  70 Radio  19.8 Internet  23.4 Print  37
Presented By
Duane “DJ” Sprague <ul><li>www.vortexplan.com </li></ul><ul><li>www.duanesprague.com </li></ul><ul><li>www.squidoo.com/dua...
Upcoming SlideShare
Loading in …5
×

The Power Of Sound In Advertising--Duane Sprague

12,937 views

Published on

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.

Published in: Business, News & Politics

The Power Of Sound In Advertising--Duane Sprague

  1. 1. The Power of Sound in Advertising
  2. 2. Duane “DJ” Sprague
  3. 3. The Emotion of Music Sells Products and Builds Brands
  4. 4. PLEASE REVIEW “THE POWER OF SOUND IN ADVERTISING” BY DUANE “DJ” SPRAGUE AT WWW.YOUTUBE.COM/DUANESPRAGUE Echoic Impact Reel
  5. 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. 6. A SHORT HISTORY OF SOUND IN ADVERTISING
  7. 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. 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.
  9. 9. <ul><li>TOP 10 JINGLES OF THE CENTURY </li></ul><ul><li>You deserve a break today (McDonalds) </li></ul><ul><li>Be all that you can be (U.S. Army) </li></ul><ul><li>Pepsi Cola Hits the Spot (Pepsi Cola) </li></ul><ul><li>M'm, M'm good (Campbell's) </li></ul><ul><li>See the USA in your Chevrolet (GM) </li></ul><ul><li>I wish I was an Oscar Meyer Wiener (Oscar Meyer) </li></ul><ul><li>Double your pleasure, double your fun (Wrigley's Doublemint Gum) </li></ul><ul><li>Winston tastes good like a cigarette should (Winston) </li></ul><ul><li>It's the Real Thing (Coca Cola) </li></ul><ul><li>A little dab'll do ya (Brylcreem) </li></ul>
  10. 10. #10: Brylcreem: A little dab'll do ya
  11. 11. #5: See the USA in your Chevrolet http://redux.com/shmeso/XcHcHMkU2NvdG-cK
  12. 12. Oscar Mayer #6: I wish I were an Oscar Meyer Weiner
  13. 13. Coke: Id like to teach the world to Sing
  14. 14. http://www.adclassix.com/classictvcommercials/1960cocacola1.html Compare these two styles of ads for the same brand. Which is more powerful?
  15. 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. 16. Alka Seltzer: Plop Plop
  17. 17. Mounds: Sometimes you feel like a nut, sometimes you don’t
  18. 18. Meow Mix Excellent integration of a well known, yet unique execution of a sound and the brand name into a jingle.
  19. 19. Test Your Memory
  20. 20. Slogan Test <ul><li>“ Fly the friendly skies of ___________.” </li></ul><ul><li>“ You deserve a break today at __________.” </li></ul><ul><li>“ __________ the heartbeat of America.” </li></ul><ul><li>“ Please don’t squeeze the __________.” </li></ul><ul><li>“ At _______ quality is job number 1.” </li></ul><ul><li>“ Have it your ______” ? </li></ul><ul><li>“ Be all you can be.” ? </li></ul>
  21. 21. Slogan Test <ul><li>“ Winston tastes good like a _______should.” </li></ul><ul><li>“ 7-Up the _______.” </li></ul><ul><li>“ Pepsi, the choice a new _________.” </li></ul><ul><li>“ BMW…the ________ driving machine.” </li></ul><ul><li>“ AT&T reach out and ______ _______.” </li></ul><ul><li>“ Can you ______ me now?” ? </li></ul><ul><li>“ See the USA in your ________.” </li></ul><ul><li>“ _______ it’s the real thing.” </li></ul>
  22. 22. Slogan Test <ul><li>“ The Shane company, now you have a friend in the ________ __________.” </li></ul><ul><li>“ You’re in good hands with ________.” </li></ul><ul><li>“ Roto Rooter that’s the name and away go troubles ______ ___ _______.” </li></ul><ul><li>“ Have a ________ and a smile.“ </li></ul><ul><li>“ It’s ______ Time” </li></ul>
  23. 23. Slogan Test <ul><li>“ Where’s the beef.” ? </li></ul><ul><li>“ It’s a _______ moment.” </li></ul><ul><li>“ Just do it.” ? </li></ul><ul><li>“ I wish I were an _____ _____ wiener.” </li></ul><ul><li>“ Double your pleasure, double your fun.” ? </li></ul>
  24. 24. Which brand is this music bed for?
  25. 25. The impact of sound is so powerful and persuasive, it’s been outlawed!
  26. 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. 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. 28. The Neurology of Branding Explained
  29. 29. <ul><li>Short-term memory is stored as electrically charged neurons in the brain. Sleep erases most short-term memory, like dumping the RAM in your computer. </li></ul>
  30. 30. <ul><li>Long-term memory is stored as a virtually permanent chemical state in the brain. This is the hard drive of your brain and is not erased with sleep. </li></ul>
  31. 31. Long-term memory is stored in “neural pathways”etched into the brain through high- emotional impact or repetition .
  32. 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. 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 &quot;hooks&quot; 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. 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. 35. Auditory Cortex Or Temporal Lobe. One on each side of the brain MRI Brain Scan
  36. 36. Visual Cortex or Occipital Lobe
  37. 37. Prefrontal Cortex or Frontal Lobe
  38. 38. Why Teenagers don’t think!
  39. 39. Breaking it Down
  40. 40. Breakdown of Effective Ad Components <ul><li>Sound : Sound is the only intrusive medium that permeates the subconscious mind whether you are actively listening or not, and embeds itself permanently in the long-term memory when combined with frequency, rhyme, rhythm, and melody. </li></ul>Bumble Bee Tuna
  41. 41. Effective Ad Components <ul><li>Get attention: </li></ul><ul><ul><li>Sound effects </li></ul></ul><ul><ul><li>Music </li></ul></ul><ul><ul><li>Compelling story </li></ul></ul><ul><ul><li>Visuals or graphics </li></ul></ul><ul><ul><li>Humor </li></ul></ul>
  42. 42. Effective Ad Components <ul><li>Mention the products name </li></ul><ul><li>Use repetition (in the ad itself and in the campaign) </li></ul>
  43. 43. Effective Ad Components <ul><li>Sound Believable/Establish Credibility: </li></ul><ul><ul><li>Awards </li></ul></ul><ul><ul><li>Endorsements </li></ul></ul><ul><ul><li>Rankings </li></ul></ul><ul><ul><li>Famous talent </li></ul></ul><ul><ul><li>Quality of production </li></ul></ul><ul><ul><li>Herd theory </li></ul></ul>
  44. 44. Effective Ad Components <ul><li>Use a Jingle : A jingle is essentially a custom written song about your brand, that fills the entire TV or radio spot. </li></ul><ul><li>It’s scored with the proper use of rhyme, rhythm and melody to permeate the subconscious mind, embed itself in the long-term memory, and easy to sing along with. </li></ul>
  45. 45. Effective Ad Components <ul><li>Subliminal or Obvious Emotional Appeal </li></ul><ul><li>(the top 4 things people want): </li></ul><ul><ul><li>To be accepted, attractive, desirable </li></ul></ul><ul><ul><li>To be healthy </li></ul></ul><ul><ul><li>To be wealthy </li></ul></ul><ul><ul><li>To have fun and enjoy life with friends and family </li></ul></ul>
  46. 46. <ul><ul><li>To be accepted, attractive, desirable </li></ul></ul><ul><ul><li>To be healthy </li></ul></ul><ul><ul><li>To be wealthy </li></ul></ul><ul><ul><li>To have fun and enjoy life with friends and family </li></ul></ul>What emotional drivers is this ad trying to hit?
  47. 47. Effective Ad Components <ul><li>Testimonials </li></ul><ul><li>Contact Info </li></ul><ul><li>Bribe/Incentive: </li></ul><ul><ul><li>Special price </li></ul></ul><ul><ul><li>Special offer or gift with purchase </li></ul></ul><ul><ul><li>Limited time </li></ul></ul>
  48. 48. Summary of Timeless and Proven Effective Ad Components <ul><li>Use Sound </li></ul><ul><li>Get Attention </li></ul><ul><li>Mention the Products Name </li></ul><ul><li>Use Repetition </li></ul><ul><li>Sound Believable/Establish Credibility </li></ul><ul><li>Use a Jingle </li></ul><ul><li>Appeal to the Emotional Desires </li></ul><ul><li>Testimonials </li></ul><ul><li>Contact Info </li></ul><ul><li>Incentivize </li></ul>
  49. 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. 50. Different Types of Sound and Jingle Usage
  51. 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. 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. 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. 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 &quot;Chiquita Banana&quot; songs also &quot;crossed over&quot; into pop recordings. Current Quotes from Modern Advertising Experts
  55. 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.
  56. 56. Why Sound is Still Relevant in Advertising Today <ul><li>The new Lagoon TV ads </li></ul><ul><li>Online videos (See U of U Video) </li></ul><ul><li>Online webinars </li></ul><ul><li>Online viral media </li></ul><ul><li>Nielsen Study released 10/08 found that: </li></ul><ul><ul><li>31% of home Internet users in the U.S. have the TV on in the background </li></ul></ul><ul><ul><li>More than 80% of Americans who watch TV and use the Internet use both simultaneously </li></ul></ul><ul><ul><li>Online usage is complimenting, not substituting traditional TV viewing </li></ul></ul>
  57. 57. 2009 Nielsen Study: Average American Daily Media Usage
  58. 58. TV 70 Radio 19.8 Internet 23.4 Print 37
  59. 59. Presented By
  60. 60. Duane “DJ” Sprague <ul><li>www.vortexplan.com </li></ul><ul><li>www.duanesprague.com </li></ul><ul><li>www.squidoo.com/duanesprague </li></ul><ul><li>www.youtube.com/duanesprague </li></ul><ul><li>www.djsprague.com </li></ul><ul><li>www.slideshare.net/duanesprague55 </li></ul><ul><li>www.webmarketingsprague.blogspot.com </li></ul><ul><li>www.profitacademy.net </li></ul><ul><li>[email_address] </li></ul>

×