Radio jingles work, there really is no reason to argue this fact. Jingles are one of the most effective advertising tools for radio and television. Research shows that the memory retention of a radio or TV commercial that incorporates a jingle is recalled 10 times faster than that of an advertisement that uses just spoken word and generic background music.
Why Do Radio Jingle Work?
As humans we remember audio much more accurately than we do things that we take in visually. It’s just the way our brains are wired.
Researchers actually have a name for this they call it “Earworms” or “Song Struck Syndrome”. These are 15- to 30-second pieces of music that you can’t get out of your head.
In 1974 Alan Baddely and Graham Hitch discovered what they call the phonological loop. This is composed of the phonological store (which I’ll put into a term you actually know)… The phonological store is your “inner ear.” which remembers sounds in chronological order and the articulatory rehearsal system (your “inner voice,” which repeats these sounds in order to remember them). This area of the brain is vital in early childhood for developing speech and vocabulary. It is also critical in adulthood for learning new languages.
Researchers have noted that the shorter and simpler the melody, the more likely it is to get stuck in your head. This is why jingles and the choruses of pop songs get stuck it your head, and you just can’t get them out.
That is why radio jingles work! Just write a catchy melody and lyrics, buy some effective airtime and you could possibly work your advertising message into the minds of millions of people… Now that’s powerful!
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