What Separates a Commercial Jingle and a Pop Song?

The process of making a club hit and the perfect commercial jingle aren’t that different. Both require knowledge about timing and having an ear for catchiness. Both are made by professional composers and songwriters. Both are very likely to get stuck in your head for years to come. And guess what else? Barry Manilow made commercial jingles before he ever made popular music.

The difference is this: commercial jingles are selling a brand and product or service directly to the listener–Kit Kat bars, insurance, a phone number to call after spilling something on your carpet. Popular music sells the artist’s brand and an identifier for the listener.

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4 Quick Tips On Creative Brainstorming

Here at Push Button, clients come to us for new ideas for radio ads and creative brainstorming is practiced daily. Some days it’s easy and other days…not so much. It’s all about creating an atmosphere that everyone feels comfortable in and breaks them out of their traditional mindset. Here are a couple of ways to keep the ideas coming and the creative juices flowing.

1. It’s All in the Details—or Not Brainstorm alone first. This way, when you enter the group you’ll have ideas to share. To stay creative and generate ideas, look into the specific details and see if you can pull out a theme or story.

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The “Jingle Strategy”

What you don’t see behind the creation of every advertisement is the strategy. Good or bad, a well thought out strategy will define the success of an ad.

But we don’t create just any kind of ad; we create audio. And we’re good at it, too. So we can say with certainty that our favorite type of advertisement is the classic radio jingle. Despite changing technology, culture and the momentous switch to social media, a classic radio jingle has proved successful in this fast-paced informational world. So to share a piece or success, we’re here to describe a near-perfect “jingle strategy” and how you can use it in your audio.

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10 Tips to Make Radio Advertising Work for You

If you want to generate leads, look no further. Radio advertising is a fun and effective strategy with a lower cost per impression compared to other mediums. But likе all mаrkеting tactics, ѕuссеѕѕ or failure depends on how you use it. Here аrе 10 radio hacks tо mаkе your rаdiо more efficient:

  1. Match thе ѕtаtiоn to your intеndеd target mаrkеt. If mоѕt of уоur products аrе ѕоld to аn аffluеnt middlе-аgеd сliеntеlе, it’ѕ bеѕt tо advertise оn a ѕtаtiоn whose audience iѕ made up оf the same dеmоgrарhiс. To рiсk thе right rаdiо stations, ask a media strategist to conduct some research and find out what your target audience is jamming out to.
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9 and a Half Habits of Highly Effective Radio Ads

1. Grab attention

Radio ads have to start off strong to get the attention of the listener. Radio is a background medium, which means most people play it while their attention is directed somewhere else: driving, working, cleaning, etc. You can use this to your advantage (read the study about the benefits of passive advertising here), but the thing is it’s easy to grab attention the wrong way. Throw in some air horns and you’re sure to break their concentration – and also annoy them, which creates a negative brand impression. Grabbing attention tactfully is difficult.

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People’s brains were analyzed while they listened to radio ads. Here’s what happened.

Neurensics neuromarketing research conducted the first study in marketing history that assesses how radio ads affect the brain. Neurensics used fMRI technology to scan the brains of 25 unknowing males while they listened to radio ads (they thought they were actually participating in a study about language proficiency).

Finding 1: Passive listening trumps active listening.

Good news for radio, which is known as a “background medium.” People often listen to the radio passively while cleaning, driving, working, etc. This has caused some concern for those who wonder if their ad will truly be heard. But here’s why passive listening is a good thing: while you are listening passively, your “ad guard” is down, resulting in greater trust and a higher perceived reward/expectation from the brand.

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The 9 Best Holiday Jingles of All-Time

When you’re in the jingle-making business like us, you really appreciate the holidays because it’s the only season of the year that has it’s own never ending Pandora station. There’s radio stations that only play holiday music 24/7 for 3 months. You hear “Santa Claus is Comin’ to Town” on your parent’s record player. Jingle bells dominate TV commercials. You even hear Christmas classics on the grocery store speaker system while picking up some egg nog. Mmm, egg nog.

Luckily, we enjoy a good holiday jingle. There’s a million to choose from, but we narrowed our list down to our favorite 9 holiday jingles.

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Digital Radio Technology Gives Birth to High-End Radio Ads

Radio technology has come a long way and gone are the days when you needed to use FM or long aerials to catch a good signal so you can hear the broadcast clearly. Nowadays, radio stations broadcast digitally and it has increased the quality of the broadcasts. Most radio stations are now accessible via the Internet allowing multitudes of people from different locations to tune in and enjoy their favorite programs.

Such improvements in broadcasts and accessibility of radio stations have seen considerable increases in listeners, particularly those tuning in digitally and via the Internet. Because of these digital developments, radio ads have become a hit and radio ads production companies like Push Button Productions have taken the center stage.

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Political Media Buying is on the Decrease

The Wall Street Journal reports that since 2012 network TV political advertising has decreased. A top ad tracking agency, Kantar Media, predicts that for the year 2016 the total spend will be $2.8 billion. However, this isn’t the complete picture as cable and satellite outlets are not included in this figure. The spend for this year’s political campaigns will be $300 million less than that of the presidential campaigns of 2012.

A large part of the decrease is due to the lack of advertising spend that presidential candidate Donald Trump is responsible for when compared to candidates of the past.

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The Sound Heard Around the World

The Nokia ringtone. Otherwise known as the most identifiable audio brand tune on planet Earth. How did it gain so much awareness?

Audrey Arbeeny, founder of New York’s audio branding firm Audiobrain, states that she has never had anyone unable to identify the Nokia ringtone. At the peak of Nokia’s popularity in the ‘90s, the tune was heard nearly 1.8 billion times a day—and it’s still heard 20,000 times every second today.

Where did the tune come from? It is actually a snippet of a waltz piece, “Gran Vals” by Francisco Tarrega. It was used as a backtrack for a television spot for Nokia in 1992, and then part of it was chosen to become the ringtone.

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