Add a Little Jingle to Your Jangle (Or at Least to Your Advertising)

If you automatically crave a Kit Kat when someone says “give me a break,” you’re probably aware of the popularity of commercial jingles. If not, have you ever had a television commercial jingle get stuck in your head all day? Jingles can be fun and catchy or equally annoying. While we typically stick to print and internet advertising at McCauley Marketing Services, the effect catchy commercials can have on the marketing world is amazing. Using mnemonic devices (a trick to help memory), many commercials include clever jingles to make their brand more memorable to consumers.

James Kellaris, a University of Cincinnati marketing professor, describes the mnemonic devices used in jingles as “earworms”.  Basically, an earworm is a song that gets stuck in a person’s head. While earworms may carry the reputation of being a nuisance, jingles aren’t meant to drive you crazy. A well-written jingle brings positive, memorable associations to certain products and brands, so that people will be more likely The McCauley Marketing team has selected a few of our favorite jingles to demonstrate this marketing tactic:

Jingles can make or break an advertising campaign. They have to be memorable enough to be effective, yet downplayed so they do not turn consumers away. Keeping that in mind, we’d like you to tell us which memorable commercial jingle is your favorite and why.

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