By Steve Lapa
Lapcom Communications Corp
Think about all those jingles you can sing from memory. How many really have a lyric line about a value component for a product or service? Truth is those wonderful jingle composers and singers really do have impact. Part of the secret sauce is repetition and no medium is better at repetition than radio. So why do today’s sellers fall short when it comes to pitching one of radio’s fundamental strengths? It’s Covid’s fault!
BRADENTON, Fla. — It is fascinating how certain trends in the styles of commercials have disappeared over the years. Yet they seem to re-appear as the generations go by. Do you recall that the singing commercial once was the rage over the airwaves? How about this example?:
Pepsi Cola hits the spot.
Twelve full ounces, that’s a lot.
Twice as much for a nickel too,
Pepsi Cola is the drink for you!
There were numerous others – Ajax (the foaming cleanser); Alka Seltzer (plop, plop, fizz, fizz); and on and on. The products are still here, but the way they are being advertised over the air has changed dramatically.