Do Jingles Work?
by Paul Weyland
I am frequently asked whether or not I believe in jingles in radio and television advertising. My answer is generally yes,
because jingles can be a great way to stuff a brand into the heads of unsuspecting viewers and listeners. But on the other hand, jingles could
be detrimental to an advertising campaign if you fail to follow some simple rules. In this edition of the Local Direct Chronicle, we will look
at why jingles do and do not work.
Last year while touring the beautiful zoo in Sydney, Australia I met a local couple near the death adder cage. We struck up
a conversation and they asked me what I did for a living. When I told them I worked in radio and television advertising, the woman said, “Oh, we
just hate Australian media. It is those damned jingles! They drive us crazy. Our children sing them all the time!”
Some jingles just never go away. Some seem stuck in my head forever, even though they are not broadcast any more, and some are
so old that the product does not even exist anymore. Jingles pop into your head at the worst times and they just will not go away. For example,
when you are exercising.
Here are some of the national jingles that I still remember…and still sing and links to two jingle resources.
Link Full Article
Testimonials
"Paul Weyland's E-Lessons are a quick, easy and productive tool to guarantee a
profitable sales meeting. The E-Lessons focus our staff on excellent information presented clearly in an interesting format. I consider them just
one more reason why my membership in the Wisconsin Broadcasters Association is valuable."
~ Roger Utnehmer
President and General Manager
DoorCountyDailyNews.com
Sturgeon Bay, Wisconsin
"Congratulations on your Sinclair seminar yesterday. In my ten years of broadcast
sales, your training was the most "logical". Unlike other training I've experienced, yours is grounded in the reality of the current TV market, not
in some ideal world where clients have the time to sit down 2,3, or even 4 times for "needs analysis". Your delivery was highly entertaining, but so
very relevant. Thank you for speaking to the issue and keeping it simple. By the way, I love the fishing analogy regarding a client's liking or disliking
a station's programming - what a great illustration! Thanks again,"
~ Pam Vasilevskis
WZTV Nashville
Previews of Coming Attractions
Production is almost completed in the first in a series of creative compact disks entitled
On The Spot. This CDR will contain at least 17 audio commercials along with
their scripts from various product and services categories. Before or immediately following
each commercial, producer Jimbo Kipping and I will discuss the logic and the thought behind the
writing and production of each commercial. This will be an excellent resource for radio and
television account executives, managers and production people.
You will be able to order On The Spot on line at my e-Store,
Weyland's Web Store or pick
one up personally at my seminars.
Better, more logical spots will break through the Craposphere™ and make it much
easier for your listeners or viewers who are ON for your client’s product or
service to remember your client’s product or service. For everybody else, we are
starting the BRANDING process.
Sample Spots
A HAPPY HYDRODOG!
I LOVE this jingle! See if you can get the rest of the sales staff to download and play it on your computers at the same time! You
will quickly become known as one of Weyland's finest students.
Updates & Notes
Weyland on the road in New York
These days, what manager has the time to train new staff with the skills, techniques and background information every salesperson
should know? Why not take advantage of the New York State Broadcasters Association
October 13th through October 19th Paul Weyland tour, "What you must teach every direct radio client"! Please check your association's
website for registration information. Learn prospecting, ROI, closing, presentations, negotiating and much, much more when I come
to a town near you. Register by calling the NYSBA at 518-456-8888.
What? I have not been in your market for a while? Let your broadcast association
and your station manager know that you want Paul Weyland back in your town. Here is a
link to the seminars that I offer.
Weyland's Seminars. Check your calenders and call (512) 236-1222 or
e-mail us to get me into your market! 2004 is booked up and we are currently filling dates
in 2005. CALL US AND SCHEDULE YOUR MOST DESIRED DATES!
One of our hottest "in demand" seminars, Client Training,
is something EVERY STATION needs to know about. This seminar is delivered to prospects and clients that YOU invite with the goal of educating them about
advertising. All you have to do is close the sale at the end of the seminar. Click here for more information on
Client Training: Logical Marketing and Advertising Strategies for Independent Business Owners.
The Professional Mediator™ is in its final development stages. We should
be ready to launch soon. The Professional version has a built-in proposal writer
including a variety of proposal formats and useful examples AND it can print and export!
The hand-held version and the original Mediator™ are still available free
at The Mediator(TM)
As always, your comments, observations and tips are much appreciated.
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