I am a loud person. I haven’t always been, but the longer I am around you the more you’ll realize how obnoxious I can be. (To my co-workers: I apologize). I feel that I am always singing a jingle or will randomly sing something based on a single word that triggers my memory – be it a movie quote or an advertisement. It’s usually those two things. Working in media for the past 5 years I’ve listened and watched a variety of stations locally and across the nation. You name a city and I’ll randomly spout off TV station call letters from that area. You ask me what 9x5 equals and I won’t be able to answer with a normal sounding 45. I’ll have to sing forty-fiveeeee from the local KSTC station. I also cannot eat a Butterfinger candy bar without thinking of Bart Simpson. Just this morning when I wanted coffee I started singing the Holiday Stationstore’s coffee jingle. I just can’t stop.
Sometimes I feel like this guy:
How do these ads get so engrained in our memory? What makes us recall the information and how do those ear worms make their way in? I am no expert in the creative science aspect of how this all works, but I want to give a shout out to the media people who got that message to the correct target audience.
Our job in media is to create schedules that will target the main demographic for a particular client. A lot of research goes into finding the station with the best fit and best dayparts on that station where our ads will have the most impact. It is a mixture of the way schedules are planned and placed along with the quality of creative that makes its way into your brain. The more frequently you see or hear an ad will obviously impact your recall. We plan it that way!
So, for all those ads, jingles and slogans that are stuck in my brain I want to congratulate you media planners and buyers out there - job well done.
What are some of the ads, slogans, jingles that you can’t get out of your brain? Is there a product that when you see it triggers you to start singing or quoting from the ad campaign?
Heather Stegenga is a Media Buyer at Cuneo Advertising. Follow her on Twitter @hkstegenga.