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Advertising needs a jingle to keep in rhythm with consumers, but why is music a necessity for any marketing campaign?

MUSIC Provides a lucrative solution for any advertising or marketing issue; leverage it properly and you can strengthen your entire business, as a result.

Whether you are thinking of producing a radio, TV, or online advertising production, your business can use the attention span needed for musical ads to leverage your entire inbound and outbound marketing output.

From both a brand and response perspective, your ads need to be watched at least five times invariably to be remembered, but through the cognitive traits associated with listening to music, you can ensure this process is expedited – improving the potency of, and ROI from, campaigns.

Why is music so effective?

When looking to mobilise your call-to-action, or just improve brand recognition, the repetitive and creative tendencies associated with musical jingles offer cost-effective advertising solutions.

If applied in a fashion where lyrics replicate the actions or graphics being illustrated on screen, memorability increases by an average of 14 per cent.

With what is essentially a double dosage of your brand, you can leverage this further by applying these principles to your desired consumer actions.

If, for instance, you want your consumers to call your business, having this direct suggestion placed before the consumer in visual and audible form, will accentuate the metrics of your ads that serve to boost memorability and response in tandem.

Through using an older, existing jingle, you can strengthen your chances of instant response, thanks to the trust inhabited in the familiarity of the tune exhibited.

However, utilising an original jingle exclusively for your business will also be extremely effective.

While it may not carry immediate resonance and memorability, it does, however, ensure that your track can be used in perpetuity if created by an in-house composer, which could save on royalty costs, in comparison to an existing track already synonymous with popular culture.

How to utilise music properly and what techniques to avoid

Although effective when used at the forefront of your advertising campaigns, it can be detrimental to your advertising if a jingle is used in a passive or secondary sense.

For both product memory and specific ad details, memorability and response declined, but was particularly prevalent where brand knowledge was concerned.

As you look to be recognised on other media outlets, it is crucial that the demand generator, TV, engrains brand in the most efficient and unequivocal fashion possible.

Therefore, if you have a jingle in the background, but it does not tally with the onscreen graphics, dialogue or context, your ads will not have the focus necessary to improve ROI from your overall marketing output – weakening brand.

If your music immerses consumers in your brand, directly addresses consumers and utilises high levels of human interaction, you will ensure that KPIs can be optimised on other platforms – should your business utilise addressable or interactive TV to begin with.

Leveraging your music to boost brand resonance and engagement on social media

Social media and online in general has not been able to generate the brand awareness that TV has in the past, but with attention taken to boost resonance and response in equal measure, you can ensure that you bely the usual trend that sees TV eliciting poor online engagement.

Compared with the conversations generated offline, TV adverts endure weak engagement across social – how can this change?

33 per cent of all media-driven interactions are stimulated by TV, yet for interactions that lead to sales in physical stores, that figure stands at 45 per cent.

Immersing your consumers in the music that accompanies your ad is key if you are to exploit its power omni-platform.

The consistency of experience when users engage with your content and marketing is stymied by consumer choice, individual viewing preferences and the diversity of the medium.

With TV, radio or cinema, for instance, someone is completely focused on the medium in question and not distracted by exterior influences.

A way of circumventing these issues would be to stipulate that an incentive can only be utilised through complete ad consumption – something that will ensure of increased brand awareness and knowledge of what your business actually offers.

Offering a proposition that involves the complete attention of consumers — for instance a competition — can ensure of complete ad consumption, which will also improve the reliability of your data and trust in your adverts online, given consumer familiarity with your TV advertising.

Music, therefore, will underscore your entire output, ensuring that associations are built through tone, physical words and audio – allowing you to also use the overall concept in outdoor advertising, too.

Space City has been producing TV, online and radio commercials for more than 25 years, initially trading as a music company, while still composing original scores to augment to all advertising and marketing avenues.

Find out more about the UK’s most cost-effective TV advertising production company, now, and boost your ROI for your next campaign.

WHAT DO YOU THINK MAKES A GOOD ADVERT? SPACE CITY HAS BEEN MAKING THEM FOR OVER 30 YEARS; FIND OUT WHAT YOU SHOULD DO, NOW

What makes an advert successful? By utilising our comprehensive advertising guide, your business will be equipped to enjoy short and long-term sales success.

Whether you are looking to focus on TV, online, radio or outdoor, the emphasis of any campaign will need to embody many transferable elements.

How to make your adverts memorable

Any advert, whether response or brand-driven, needs to foster memorability. Through making any advert communicative and rife with emotion and juxtaposition from certain real world events, you can imbue your brand.

While this virtue remains the same for response-driven creatives, the need for your adverts to inhabit some semblance of the authentic event in context is crucial.

As you look to induce both response and memorability in particular, merging any dialogue (if applicable) with the emotion you want your potential consumers to feel in that particular moment, will assist neural coupling – helping viewers relate to the event of the ad in their subconscious mind.

What devices can be used to make a successful advert?

Embedding your advert with creativity, but also your business and branding cues in equal measure, is key to a successful advert.

Thus, as you seek to weave the creative devices into your advertisements that emboss brand on consumers, ensuring that they are the leveraging element of your ads is imperative.

Such devices include, but are not limited to: using music to reiterate brand, optimising breaks and pauses, using brand colours actively in the ad and placing emphasis on human interaction.

An animal is proven to make your advertising more effective, too.

How To Portray Your Brand?

Ultimately, what makes the ad more effective in this context, is showcasing your product or services to consumers, as opposed to selling it.

This may seem counterintuitive, but will serve your advertising ROI better than an ad that attempts to focus too much on price and persuasion – this has been proven across TV and other forms of advertising.

What makes a consumer respond instantly to an advert?

Within response-centric ads, you can mobilise any sales-heavy traits through conversation and call-to-actions.

The most successful campaigns — and memorable ones — can combine both of these metrics together, what should not be done though — when thinking about what makes a consumer confused or distracted — is combine conceptual closure with visual call-to-actions – separation and breaks are imperative as you seek to disambiguate your subject matter to consumers.

The CTA itself needs to be imbued on the subconscious, too, if you are to truly optimise direct response adverts.

What Makes A Successful Advert For Space City?

Some of Space City’s most efficient ads, which have elicited the best ROI, have featured visual and audible prompts that guide the consumer through the process and merits of utilising your product or services.

If, for instance, your business feels it would be easier for consumers to engage with your business via a laptop or tablet, you would illustrate this in your creative with your actors – this makes sure of absolute clarity and mitigates any doubts that may reside subconsciously in a consumer’s mind.

Regardless of whether you are advertising on TV, outdoors, on the radio or online, an advert has to offer a solution to a problem.

There may not even be an obvious to a consumer, but through an authentic, memorable, humorous or empathetic scenario, you can mobilise your CTA, which will serve to elicit your business instant sales increases.

What makes the most effective advert by platform?

With the aforementioned advertising styles, certain platforms will prove to be more effective than others as you seek to either induce response or instil your brand.

Successful TV Adverts

TV is the number one means of brand building – across all the derivatives that have emerged in recent years and months.

TV makes your advertising work harder and improves ROI.

Whether your business utilises programmatic advertising — which helps deliver ads digitally to improve efficiency — linear or addressable TV, the inherently social construct that TV helps to foster memorability.

The most lucrative in terms of long-term ROI is utilising sponsorship bumpers.

Although not strictly advertising, the placement of a branded piece of film that bookends a period of ad breaks ensures that your ad is immersed in the conscious and subconscious minds of consumers – ensuring profit increases of as much as 140% in campaigns that last more than six months.

Successful Online Adverts

Online advertising, particularly when driven by mobile and the data it can harness, provides the best reactionary advertising – this does not equate to optimal ROI, though.

Other types of adverts

Radio and outdoor are excellent outlets for both direct response and brand response adverts, but online should be firmly avoided for brand building.

Given the mind is focused on convenience as your business makes the best adverts for its short and long-term ambitions, online will satisfy the need for instant results, but it leaves little attention span or scope to imbue the brand.

Overall, adverts that placate the immediate desires of consumers on the platform they are consuming your ads from will succeed, but with the aforementioned tips, they can thrive.

Making A Successful Advert with Space City

Space City rose seven places in the latest Campaign Magazine agency rankings, with the UK’s number-one producers of cost-effective TV commercials cementing their place as the country’s most productive agency.

Contact the team now and produce award-winning, sales-inducing adverts for less, through Space City’s bespoke in-house facilities.