an ESB Jingle Will Do For You
your message to music helps people remember what you're trying
to tell them. The next time they're in the market for your product,
your name and jingle will be on the tips of their tongues.
The words in your slogan and advertisements should pack the power
of persuasion, but why not step up the odds of getting the point
across with a catchy musical hook? With the right jingle, people
won't even need to hear the name of your company after a while
- they'll recognize your theme song.
An ESB jingle does more than boost people's ability to remember.
Consider the effect of a jingle on your image. Think about who
has a jingle and who doesn't. Chances are, it's easier to think
of businesses that have jingles than ones that don't, right?
A jingle will make you more memorable, and it will also give
you a more professional, unified image. As your jingle sings
your message out to people, it also sends the message that you've
taken the time to develop an image and a marketing plan for your
business. It establishes you, gives you some seriousness. People
will view the time and concern you've put into your business's
jingle as a hallmark of trustworthiness - no fly-by-night organization
would bother to make such an investment in the image it presents
to the public.
What am I paying for when I buy a jingle?
you buy a jingle, you are actually paying for the talent and
facilities of several individuals. First, there are the creative
and pre-production stages: the composing, scoring, and arranging
of your jingle, as well as the time required to create a MIDI
sequence of your jingle, and to pick samples and special effects.
Then there's the time it takes to record your jingle, the studio
rental fees and maintenance fees. Musicians are hired to play
the parts of your jingle, and recording engineers are hired to
record them. For special needs, sometimes equipment must be rented.
Last but not least, there's the media, the tape or other broadcast
format used in your production: reels, dats, CD's, etc.
Depending on the budget of the client, certain elements of a
production may be scaled back. For example, we can replace a
live musician with a computer sequence, thereby saving the musician's
fee and a large studio rental.
decided to buy a jingle. What's next?
we'll work with you to choose an instrumentation that appeals
to you. Then we'll create a spec, and revise it until we get
the right sound. When we've come up with something you like,
we go to the studio and record.
Bed? What are you talking about?
Jingle Terminology Defined:
Bed - A
segment of instrumental music (no singing) on which your message
can rest. This type of commercial music reinforces a spoken or
visual message, without overshadowing it.
stock music. This kind of music is public domain and is not exclusive
to one company's usage.
Donut - The section of a jingle
where the announcer speaks.
Dub - A copy of the jingle made
from the master tape.
Front - The beginning of the jingle;
the part that sets the mood of the commercial(also called the
Video - Promotional,
training or sales video usually containing an underscore.
Read - A
radio station disc jockey reads the voice over 'live' on air
during the donut section of the jingle.
Logo - Also called the hook or
slogan. A company motto.
- The use of canned
music in a commercial.
Spec - A demonstration form of
a jingle given to a client or agency.
Tag - (or
close) The ending section of a jingle- usually contains all or
a part of the front, or open.
Talent - The
Underscore - See 'Bed'.
Voice-Over - The announcer speaking
the advertising copy.