U. S. Radio (Jan-Dec 1960)

HOMETOWN U.S. A. Clinic Sonde & Greene Find That Jingles Can Serve As "Full-Time" Salesmen "Say it with imi!>ic," has been swiftly changing from a somewhat "pat" expression to a Htcral fact in the area of radio commercials. A growing list of "success" stories attest to music's ability to become so closely associated with a specific most Miccessiul jingle campaigns today nse one basic theme, with a niniibcr of variations that help jirovidc changes in mood and emphasis." .Although each product presents individual prol)lcms, the Sande & Greene organization has developed product that a mere fragment of ilic certain basic approaches to the prep theme, heard anywhere and anvtinie, is usually enough of a stinudus for the average person to make a definite identification. .\s more and more advertisers and agencies have come to reali/c the value of using music as a "full-time" salesman, the imjx)rtance of utilizing the services of specialists in preparing this type of material has in aration of musical jingles. "Naturally," Mr. Greene says, "the sound is extremely important, and it shoidd be in keeping with the character ol the product. For example, a bank or cosnK'ti( firm woidd not want to use rock and roll to help project its ]3idjlic image. "We also believe that it is much better to use original music and pro creased steadily. One of the veteran duction technicjues than music in organizations in this field is Sande &: Greene, with offices in Hollywood and New York. Hoij Sande and Larry Greene have been creating nuisical connnercials for 10 years. Same Objectives "W^hether the music is as simple as a children's nurserv jingle, or as complex as modern, progressive jazz," Larry Greene says, "the objectives are alwavs the same. These are to en the pid)lic domain, or adaptations of popidar hit songs. Since many peojjle listen to radio while they are driving, doing household chores and other activities," Mr. Greene continues, "their ailention is often divided. II the ( oinniercial soiuids too much like a piece of entertainment, it is possible that the impact of the message might be seriously diluted. This also can apply to using a popular artist. .A completely original aphance and heighten the effect of the proach can usually do a more effec tive jol) of estal)]ishing product identific ation." Deliver One Sales Point 1 uriiing to what should be expected of a nuisical jingle, Mr. Greene states that any one jingle should be limited to delivering only one sales point. He feels that since these spots are usually limited to a maximum of 60-seconds, it is unwise to try to cram too mnch into them. As an example of a well integrated found that when a sponsor gets tired musical jingle campaign, Mr. Greene of the campaign it is just starting to points to the efforts of the southeastdo the most effective job. This, how em division of Sealtest Ice Cream, ever, does not mean that the com Working closely with the agency, mercials must be static. Many of the Tucker, W^avnc Inc., Atlanta. Sande actual message: to act as one of the dominant themes of the radio campaign, or possibly the over-all marketing approach, and to actually do something of a subliminal job of establishing brand identity through a combination of words and music, or just the music itself." The importance of the repetition of a musical commercial series in helping to establish brand identity, Mr. Greene points out, should not be underestimated. "We have often &: Greene have been creating a \aiied series of jingles for Sealtest for over three years. "The c()in|jaiiy uses the slogan '\ Fresh New Flavor With The Fim Spiui In — Get Vhe Best — Ciet .Sealtest.' We took this and created a nuisical lof>o that is used as a tag on every single nuisical jingle. This jjrovides continuity and product identification even though each individual jingle varies in mood, tempo and style. "A new ice cream flavor is marketed about six times a year," Mr. Greene continues, "and we prepare c ()Mi])leieIy different music lo match the liavor. For example, we used a soft-shoe treatment lor the spot announcing old-fashioned peach icec ream. Black-raspl)erry was given a lively Latin American louch. In all, we have prepared completely separate jingles lor 18 flavors. lUit, whether the music is a waltz, cha cha cha or Swiss yodels, each announcement carries the musical logo." Today's integrated musical jingles can be used by the advertiser both on and oft the air. Mr. Greene states that a nund)er ol advertisers have used the jingles at sales conventions and other gatherings to hel]) set the mood. He also mentions that one auto manufacturer has supplied copies of some of the musical spots to dealers who jjlay them over the p. a. systems in the showrooms. In addition to a growing number of advertisers, Mr. Greene says that many radio stations are using completely integrated jingle campaigns to help create and sustain the public image of the station. "We have Ic^und it interesting that a number of the stations spend as much money for these campaigns as any of the major advertisers who might be buying time on the outlet." • • • 88 U. S. RADIO April '%0