How Do Marketing Firms And Advertising Agencies Develop, And Deploy Persuasive Techniques

841 Words Nov 13th, 2015 4 Pages
I. INTRODUCTION
Research done on earworms and brain itch, has found that as many as 99 percent of us have fallen prey to them at one time or another. Some results state women, musicians and people who are neurotic, tired or stressed are most prone to earworm attacks, but the question at hand is how do marketing firms and advertising agencies develop, and deploy persuasive techniques, e.g. “Jingles” when marketing a product or service and, just how does the bombardment of the publics’ senses really work in their pursuit of business. An exploration of the history of marketing as a recognized discipline, along with concomitant changes in marketing theory and practice through the years will hopefully pull back the curtain and expose just why, “I can’t get that jingle out of my ear”.

II. DEFINITION
A jingle is a short song or tune used in advertising and for other commercial uses. The jingle contains one or more hooks and meaning that explicitly promote the product being advertised, usually through the use of one or more advertising slogans. Advertisement buyers use jingles in radio and television commercials; they can also be used in non-advertising contexts to establish or maintain a brand image. Jingles are a form of sound branding. Many jingles are also created using snippets of popular songs, in which lyrics are modified to appropriately advertise the product or service.
Earworms, also known by their German name, "ohrwurm," are those tiny, 15- to 30-second pieces of…

Related Documents