The Power of Music and Jingles in Advertising

Written by Glenda Wynyard

It’s almost impossible to read, “I like Aeroplane Jelly” – and not sing it in our heads. The same can be said for, “Aussie kids are Weet-Bix kids” or “Wouldn’t it be nice if the world was Cadbury”.

Talk about brand recall, sentiment, resonance, and memorability.

Well, that’s exactly what we’re doing in this article. Explore the power of jingles and music in advertising and whether adopting a sonic strategy should be the next best thing on your marketing to-do list.

Pop in your earphones over a cuppa Joe and listen to this.

You recognised a good few of those, right? That's the power of jingles and music in advertising.

While other senses like sight and smell require cognitive processing, music has a direct line to our emotional subconscious. It can evoke nostalgia, excitement, happiness, or even sadness - all within a few seconds. This emotional response plays a crucial role in capturing the attention and interest of consumers. So, let’s explore how adopting music as a key creative strategy can create a strong connection between consumers and brands.

#1: Music builds identity

Numerous studies have shown the positive association between using the emotional power of music and brand value. Music has been proven to be especially effective for three types of campaigns: those that build the brand, those that are a commercial triumph, and those that create an enduring icon. By incorporating the right music into their advertisements, brands can create a lasting impact on consumers and strengthen their brand identity – just like this Carlton Draught ad for example.

#2: Tunes boost likeability

Sound can also be a crucial element of branding. According to a Neuro-Insight report, the addition of an audio element can strengthen the impact of branding. In fact, advertisements with well-chosen soundtracks have shown a 66% increase in likability compared to those without. By syncing the soundtrack with the tone of an ad, brands can reinforce long-term memory encoding and make their message more memorable. Pizza anyone?

#3: Right song choice – It’s important

Music goes beyond traditional advertising channels as well. Platforms like TikTok have showcased the effects of different types of music in advertising. Recognisable songs, like The Good Guys using ‘Good Vibrations’ by The Beach Boys, have been found to lead to the biggest gain in ad likability. Instrumentals, however, like McDonald’s 5-note outro, drive stronger brand recall. Bespoke tracks created specifically for brands generate intrigue and receive significantly more track clicks. This highlights the importance of choosing the right music that aligns with the brand and resonates with the target audience.

#4: Consistency is key

To ensure consistency across branding and marketing activities, many brands are now exploring a strategic approach to music. They formulate a sonic strategy that communicates a consistent personality at all consumer touchpoints. A brand like Nike has mastered this with its inspirational, aspirational and motivational commercial soundtracks. Without a clear strategy, brands run the risk of either consistently choosing the wrong music or being inconsistent in their choices, both of which can damage brand perception and marketing effectiveness.

#5: Commission music for ownership

When commissioning music for ads, it's important for marketers to work closely with composers. Sharing a deep understanding of the organisation's goals, current marketing efforts, and aspirations for the future is crucial. Also, providing information about the target audience personas and one or two-word brand attributes can guide the composer in the right direction. It's essential to consider all the uses of the music and clearly communicate expectations regarding revisions, different lengths of music, and any additional requirements.

Did you know, when listening to music samples, sound producers recommend "cleansing your listening palate" between each sample? Taking 15-30 seconds between samples allows you to form an unbiased perception of each one. It's also beneficial to listen to the samples multiple times but in different sequences to avoid any bias from hearing the same sequence repeatedly.

Throughout the process, be sure to provide feedback through the rounds of revisions. Consider the overall approach, instruments, tempo, and whether it feels right for the brand. Collaboration with the composer is key to achieving the desired outcome.

Lastly, as a bonus tip, ensure that the rights to the music are assigned to you in perpetuity. This guarantees the longevity and flexibility of the music in your campaigns.

By harnessing the emotional influence of music, brands can create a deep and lasting connection with their consumers. With a strategic approach, careful collaboration, and a clear understanding of brand attributes, music can elevate advertising campaigns to new heights, making them more memorable and impactful.

So, next time you're creating an ad, don't underestimate the power of the jingle or soundtrack. Chefs say winning the heart of a loved one is through their stomach. As advertisers, we say winning the heart of a consumer is through their ears…and seeing as though you still have headphones in yours, why not give our latest podcast episode a listen.

This article is part of a series following the topics covered on our podcast, Pending Approval.

Glenda Wynyard is the Managing Director of The Media Precinct and host of the Pending Approval podcast. She draws on her wealth of experience in advertising to bring you key ideas from the topics covered in the show.

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