The Marketing Department

If you want a cost-effective advertising tool for your business that can endure for years -- even decades -- you may well want to consider incorporating a catchy, memorable jingle into your promotional program. Studies have shown that people respond and recall commercials that include music and singing rather than spots that just use talking and/or visuals. Just think about the generations who've heard and remembered Doublemint Gum's "double your pleasure, double your fun" jingle or "N-E-S-T-L-E-S, Nestles makes the very best ... chocolate." These simple jingles have transcended time and have ingrained their product's names in people's minds.

Music has a powerful impact on our emotions. While many people attempt to tune out commercials, certain kinds of melodies and lyrics cut through the clutter and make an impression that lasts in spite of any efforts to block them.

According to jingle-writing guru and audio pioneer Robert George, who owns Robert George Productions in Naples: "The seed of a great jingle is a great idea. It could be a lyric or a score."

When a jingle works, it is something that is instantly recognized and unforgettable. Clearly, the glue that makes a jingle come together and delivers the right effect on a listener is the music. David Pringle, who is one of the most successful television composers in Great Britain and collaborates with Robert George on numerous commercials for southwest Florida and beyond, feels that "from a musical point of view, you have to have a knowledge of all types and variety of music to come up with the right style for a client."

David, who is a pianist, conductor, arranger and composer, has an extraordinary range from symphonic to Latin, pop, rock and even country. "The goal," says Pringle, "is to create a good piece of music that sells something."

Robert George echoes the sentiment. "A custom soundtrack becomes an audio logo," he says.

Another resident jingle master Mark Haffner of Mark Haffner Music believes "A jingle is something that people will remember subconsciously and definitely gives you the power of 'Oh I know you. I know that store, that business or that product.' That's the most important thing."

In Haffner's opinion, jingles should not sing a lot of details. "Details are not subconscious. They're more conscious things. Jingles should play on a person's emotional desires." Ultimately you can spot a good or bad jingle by how well it does that. He asserts: "If it's simply stating the facts, and there's no emotional involvement from the listener, you're not going to have them remembering you."

In trying to describe the components of a successful jingle, Haffner asserts that "it should have a magic element that is hard to describe. You like something and you don't know why. That's what music can do that no other medium can do. When you can mix that 'magic' into your jingle you will have something very potent."

He also tries to look for something that is idiomatic to an area. "Since we're a coastal community and we enjoy outdoor lifestyles that are not found in other parts of the country," says Haffner who has worked in television and film in Hollywood, "that provides a good point of departure to look for influences."

For awhile the trend was away from using jingles, notes George: "And now the trend is back, but looking for a higher level of production." He also sees the use of shorter bits and pieces "with more instrumental and less lyrics but usually with a good hook and good slogan."

Clearly it's important to consult with an expert in the production of jingles, and it doesn't hurt to provide direction from a professional who knows and understands advertising in the specific market your business may be targeting.

Unfortunately, there's no clear-cut rule of thumb on estimating the cost of producing a jingle. It can vary tremendously depending on the complexity of the style; how many singers or musicians may be needed; and in how many markets it might be used. For instance, a single guitar singer will be a lot less expensive than a full symphony orchestra, and a 16-track recording will be simpler and lower cost than one with 32 tracks.

But when you consider what a jingle can do for your marketing campaign over the long haul, it may be well worth the investment. Not only can it provide the basis to build on for all other facets of your marketing plan, but it can deliver significant longevity for your campaign. It could just have the Doublemint effect -- it may "double your pleasure" by doubling your business!

Peggy Sealfon, owner of Naples-based advertising agency Sealfon & Associates, has written about a variety of topics for national newspapers and magazines.