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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
9. Creative Strategy:
Implementation and
Evaluation
selling point, help establish an image or position, or add feeling. 31 For example, music
can work through a classical conditioning process to create positive emotions that
become associated with the advertised product or service. Music can also create a positive
mood that makes the consumer more receptive toward the advertising message. 32
Because music can play such an important role in the creative strategy, many companies
have paid large sums for the rights to use popular songs in their commercials.
There are two kinds of works to which companies negotiate rights when licensing
music for use in commercials. The musical composition includes the music notes and
the words, while the master recording includes the voice(s) of the original artist. 33 The
latter is usually much more expensive to buy, so advertisers will often negotiate for the
rights to use the music and have it performed by someone with a similar voice. Rights
to music can be held by various parties, such as the original artist, the artist’s estate, or
a music publishing company. For example, the rights to songs done by the late reggae
star Bob Marley are held by his estate, while the rights to songs by the Beatles are controlled
by a music publishing company. Nortel Networks licensed the composition
rights to use the classic Beatles song “Come Together” (which it had performed by a
different artist) and used the music as the central theme in the global advertising campaign
the company ran recently. 34 While it is less expensive to rerecord the music,
some advertisers are willing to pay millions of dollars to use the voices of the original
artists in their commercials. IMC Perspective 9-3 discusses how companies such as
Cadillac, Chevrolet Trucks, Microsoft, and Mitsubishi have made songs an important
part of their commercials in recent years.
Another important musical element in both TV and radio commercials is jingles,
catchy songs about a product or service that usually carry the advertising theme and a
simple message. For example, Doublemint gum has used the well-known “Double
your pleasure, double your fun with Doublemint, Doublemint gum” for years. The jingle
is very memorable and serves as a good reminder of the product’s minty flavor.
Oscar Mayer has used the popular jingles for some of its products, such as the bologna
song (“My bologna has a first name/ It’s O-S-C-A-R”) and the Oscar Mayer wiener
song (“I’d love to be an Oscar Mayer wiener”), as the basis of integrated marketing
programs. The company’s fleet of wienermobiles travel the country as part of the
Oscar Mayer Talent Search, where local auditions are held in search of children who
will continue the 30-year tradition of singing the catchy bologna and wiener jingles. 35
Jingles can be used by themselves as the basis for a musical commercial. Diet Coke
brought back its old slogan “Just for the taste of it,” set it to a luxurious musical score,
and made it the basis of a multimillion-dollar ad campaign. In some commercials, jingles
are used more as a form of product identification and appear at the end of the message.
Jingles are often composed by companies that specialize in writing commercial
music for advertising. These jingle houses work with the creative team to determine
the role music will play in the commercial and the message that needs to be communicated.
Figure 9-3 shows the 10 jingles selected by Advertising Age as the best of the
past century.
Jingle Company or Brand
1. You deserve a break today McDonald’s
2. Be all that you can be U.S. Army
3. Pepsi Cola Hits the Spot Pepsi Cola
4. M’m, M’m Good Campbell’s Soup
5. See the USA in your Chevrolet Chevrolet
6. I wish I was an Oscar Mayer Wiener Oscar Mayer
7. Double your pleasure, double your fun Wrigley’s Doublemint gum
8. Winston tastes good like a cigarette should Winston
9. It’s the Real Thing Coca-Cola
10. Brylcreem—A little dab’ll do ya Brylcreem
© The McGraw−Hill
Companies, 2003
Figure 9-3 Top 10 jingles
of the century
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Chapter Nine Creative Strategy: Implementation and Evaluation