Jingles All The Way


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Jingles All The Way

  1. 1. The first sound the baby is exposed to is her mother’s heartbeat which echoes in her womb!!!
  3. 3. <ul><li>Nissa Razzak </li></ul><ul><li>Makia Aman </li></ul><ul><li>Farheen Khalid </li></ul><ul><li>Mustafa patel </li></ul><ul><li>Sana Syed </li></ul><ul><li>Umair Athar </li></ul><ul><li>Sukaina Zeeshan </li></ul>
  4. 4. <ul><li>The first sound the baby makes in this world is……… </li></ul><ul><li>CRY !!!! </li></ul>
  5. 5. <ul><li>The first sound we deliberately expose our child to is the </li></ul><ul><li>AZAAN ! </li></ul>
  6. 6. <ul><li>Something that makes you move </li></ul>
  7. 7. <ul><li>Something that hits your emotions </li></ul>
  8. 8. <ul><li>Something that turns your head around </li></ul><ul><li>is……. </li></ul>
  9. 9. <ul><li>SOUND !!!! </li></ul>
  10. 10. <ul><li>Sound is the first of all 5 senses to grab your attention !!! </li></ul>
  11. 11. <ul><li>It has the power to retain itself in our memory if a medium like Music is used…. </li></ul>
  12. 12. <ul><li>&quot;Music...can name the un nameable and communicate the unknowable.&quot; </li></ul><ul><li>DON CARLOS AD </li></ul>
  13. 14. <ul><li>People like music; they like to sing. They associate music and singing with happiness, excitement, and fun. </li></ul><ul><li>Ipod ad </li></ul>
  14. 15. <ul><li>Music is more personal than you think… </li></ul>
  15. 16. <ul><li>It enriches the key messages and stimulates the listener. </li></ul>
  16. 17. <ul><li>Music intensifies pictures and colors words. </li></ul><ul><li>Olpers Ad </li></ul><ul><li>It is one of the marketing implications of FREUD </li></ul>
  17. 18. <ul><li>We are loyal to music because of how it makes us feel – a brand has the same ambition. </li></ul><ul><li>Hyundai ad </li></ul>
  18. 19. SUBLIMINAL MUSIC <ul><li>Sub audible Messages – very faint audio messages </li></ul><ul><li>Volvic ad </li></ul>
  19. 20. A JINGLE IS…… <ul><li>Catchy repetitious sounds and words use in rhyming fashion and usually set to music to form a simple musical verse </li></ul><ul><li>Dell ad </li></ul>
  20. 21. <ul><li>A JINGLE can be your business logo, with an emotional connection. </li></ul><ul><li>Airtel and intel ads </li></ul>
  21. 22. <ul><li>Jingles are a good investment because the same jingle can be used over and over again to tie together your campaign. </li></ul><ul><li>Nauras new </li></ul>
  22. 23. VARIATIONS IN JINGLES <ul><li>A jingle is a memorable motto or phrase used in a political campaign </li></ul><ul><li>Example of MQM made a commercial with a motto of SAATHI in the recent elections </li></ul>
  23. 24. TV channels Many TV Channels are focusing to have catchy jingles to differentiate themselves
  24. 25. Soaps <ul><li>Most of the soaps have jingles and songs </li></ul>
  25. 26. <ul><li>It can be a slogan </li></ul><ul><li>Life buoy hay jahan tandurasti hay wahan </li></ul><ul><li>Dawlance liya to baat buni </li></ul><ul><li>Ufone Tum he to ho </li></ul><ul><li>Supreme yahee to hai apna pan </li></ul><ul><li>Tallo banaspati ammi tallo may pakao humhay sehat mund bunaao </li></ul>
  26. 27. <ul><li>a phone number, a radio or TV station's call letters, </li></ul><ul><li>Tele fun 090078601 </li></ul><ul><li>FM Dial in 1-111-111-96 </li></ul>
  27. 28. <ul><li>a brand’s name... </li></ul><ul><li>Dulux </li></ul><ul><li>Iffco </li></ul><ul><li>Kolson </li></ul><ul><li>LU </li></ul>
  28. 29. <ul><li>A jingle mentions the brand name, whereas a song doesn’t . </li></ul>
  29. 30. <ul><li>… ..or even the benefits of a certain product… </li></ul><ul><li>ACER Computer ad </li></ul>
  30. 31. IMPLICATIONS <ul><li>.  </li></ul>
  31. 32. SUBCONSCIOUS <ul><li>Music works on the subconscious. You may not even know it's working until the latest hit is stuck in your head </li></ul>
  32. 33. <ul><li>It's hard to remember a print ad or voiceover from a year ago, but a jingle keeps working for you…. </li></ul>
  33. 34. <ul><li>Ollwell used the rhythm of the song EVERY BREATH YOU TAKE </li></ul><ul><li>The target market of ollwell is between age of 22 and onwards </li></ul><ul><li>This age group have heard this song in their teenage </li></ul>
  34. 35. <ul><li>This song has already taken place in their subconscious, while watching this ad their memories get refreshed and they associate themselves with ollwell </li></ul>
  35. 36. ENTERTAINMENT <ul><li>Good jingle can contributes to the effectiveness of an advertisement. A good ad engages the attention of an audience </li></ul><ul><li>Safeguard qawali (take it from cd) </li></ul>
  36. 37. STRUCTURE/CONTINUITY <ul><li>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. </li></ul><ul><li>Fanta Ad </li></ul>
  37. 38. RECALL <ul><li>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 </li></ul><ul><li>Johnsons ad (take it from cd) </li></ul>
  38. 39. A jingle make brand NOTICEABLE <ul><li>A jingle breaks through spoken word clutter. Jingles stand out, and separate you from your competition. </li></ul><ul><li>E.g. that Colgate maxfresh is more towards using metaphoric marketing and closeup use jingle </li></ul>
  39. 40. COGNITION <ul><li>Repetition & Retrieval </li></ul>
  40. 41. Simple repetition is a very common tactic in all persuasion. <ul><li>Constant repetition is used to imprint on the memory of receivers to identify, recognize, and respond.. </li></ul><ul><li>Thumbs up ad (2ads) </li></ul>
  41. 42. <ul><li>Research shows that the memory retention of a commercial jingle is 10 times faster than that of an all-talking ad. </li></ul>
  42. 43. TARGETING Different jingles cater different target markets
  43. 44. AUTHORITY ESTABLISHMENT <ul><li>Differences in musical taste have close correspondences to such groups like race, sex, age, and social class or status </li></ul><ul><li>Musical style may be used as a very effective nonverbal identifier. </li></ul>
  44. 45. JINGLES & PERCEPTION <ul><li>Jingles can not change the perception of the audience, if the brand is weak from other perspectives, it is just a style of execution that is used. </li></ul><ul><li>Jingle is a choice for an advertisement to be effective…. </li></ul>
  45. 46. Example of Good milk <ul><li>Good milk is a generic name and there is no product differentiation that is why GOOD MILK used the jingle to grab the attention of the target audience…. </li></ul><ul><li>The PRODUCT FAILED due to poor distribution. </li></ul><ul><li>The jingle was not enough to change the perception </li></ul><ul><li>Good milk ad </li></ul>
  46. 47. EMOTIONS…. <ul><li>Emotion can be the most strongest factor in the decision making of potential customers.  A good jingle can deliver it. </li></ul><ul><li>Emotional response =====> Attitude toward the brand </li></ul>
  47. 48. JINGLES AND ATTITUDES <ul><li>Jingle is perceived as a peripheral cue </li></ul><ul><li>Attitude toward the ad =====> Attitude toward the brand </li></ul><ul><li>Jingle exerts its greatest influence on brand attitude in a low involvement advertising setting </li></ul>
  48. 49. Example of Meezan <ul><li>Recently, Meezan Cooking oil has repositioned its brand through a catchy jingle. </li></ul><ul><li>The sales has increased…..DUE TO THE JINGLE </li></ul>
  49. 50. JINGLES AND SALES <ul><li>A jingle can bring a product down, instead of increasing sales, if it is used in a wrong place. </li></ul>
  50. 51. OYE BUBBLY <ul><li>Pepsi sales were stagnant. Our brief was to bring back ‘the magic of cola' and re-establish the ‘thirst for Pepsi'. </li></ul><ul><li>(MINDSHARE INDIA) </li></ul>
  51. 52. RESULTS <ul><li>Consumption after the first week went up by 25% </li></ul><ul><li>Oye Bubbly music album sold over 60,000 copies </li></ul>
  52. 53. JINGLES AFFECTING MOODS <ul><li>Jingles put the audience into the right mood for the actual message to come. </li></ul><ul><li>Cadbury gorilla ad(from usb) </li></ul>
  53. 54. <ul><li>Even restaurants use music to change the moods of the customers and to relax them….Like Chinese restaurants are more towards using classy music and coffee shops are more towards using jazzy music.. </li></ul>
  54. 55. JINGLES IN RADIO ADVERTISING <ul><li>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. </li></ul><ul><li>kurkuree ad (edit it form the radio file )USB </li></ul>
  55. 56. BRAND LOYALTY <ul><li>BIG songs also connect with listeners at the Emotional Level where buying decisions are made and brand loyalty is established </li></ul>
  56. 57. Creating PERSONA through JINGLES <ul><li>Tapal Mukumal ghar </li></ul><ul><li>Portraying the characteristics of a brand through using the classical music creating the persona of family and love </li></ul><ul><li>Tapal ad take it fro usb </li></ul>
  57. 58. ASSOCIATION through JINGLES <ul><li>A jingle can be a single element through which a brand can be easily recognized </li></ul><ul><li>EXAMPLES </li></ul><ul><li>NOKIA </li></ul><ul><li>HAAGEN DAAZ </li></ul><ul><li>RAYMOND SUITS </li></ul><ul><li>TITAN WATCHES </li></ul>
  58. 59. Delete this slide <ul><li>Nokia new ad indian(take it from cd) </li></ul><ul><li>Call me when u reach on this slide </li></ul>
  59. 60. WHEN TO USE JINGLES? <ul><li>If a brand is launching is for the FIRST TIME so it should not use a jingle unless the competitors are using it </li></ul><ul><li>Example of Zong ad take it from usb </li></ul>
  60. 61. <ul><li>High involvement products should not use jingles when the product life cycle is in the introduction stage…..as the brand gets matured ….it can sing a jingle to attract its audience </li></ul><ul><li>Example of Apple ad from usb </li></ul>
  61. 62. CULTURE <ul><li>Same brand is advertised differently according to the country’s culture </li></ul><ul><li>Coca cola 2 ads </li></ul>
  62. 63. ABRASIVE ADVERTISING <ul><li>Unpleasant or annoying jingles can also be effective </li></ul><ul><li>This can leave the brand name and the message in the minds of the consumers </li></ul>
  63. 64. DELETE THIS SLIDE <ul><li>Ballay ballay ad(take it from cd) </li></ul>
  64. 65. <ul><li>What was the purpose of using BALLAY BALLAY SONG for chips ad???? </li></ul><ul><li>The tone of the jingle was very different from the original song </li></ul>
  65. 66. AD AGENCIES VIEWS <ul><li>Imran syed, CEO, Adcom , </li></ul><ul><li>“ You show, in one-minute commercial, feel-good slices of life, nice visuals, THROW IN A JINGLE and you are on to a winner. This formula has been over exposed: jingles don’t work if they are there just for the people feel sake of it. Just by singing you can not break clutter.” </li></ul>
  66. 67. <ul><li>Zohra yusuf, creative director at spectrum DYR, seconds the thought </li></ul><ul><li>“ I find jingles are often a substitute talking about product attributes”… </li></ul>
  67. 68. NEGATIVE ASPECTS <ul><li>Psychological Noise (clutter) </li></ul><ul><li>We are exposed to so many ads in a day. Each and every brand is using JINGLES to get the attention of the audience. There is so much clutter and therefore it is hard to recall each and every jingle… </li></ul>
  68. 69. <ul><li>According to our survey every hour we are exposed to 15 jingles. </li></ul>
  69. 70. <ul><li>In our country, 40% of the ads consist jingles </li></ul>
  70. 71. FAILURE OF THE JINGLES <ul><li>All the products that you do not remember, and used jingle in their ads are failures. </li></ul>
  71. 72. <ul><li>There are so many of them like Qurshi sharbat, Olympia carpets, Rose petal, Lawrencepur, Blue band, etc. who all used jingles, but could not register </li></ul>
  72. 73. <ul><li>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. </li></ul>