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Pending Business: Demand vs Frequency

| June 14, 2021

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — The old saying on Madison Avenue was, “If you can’t sell it, sing it!”

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!

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Commercial Cycles

| July 9, 2018

Al Herskovitz
H&H Communications
President

 

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.

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