Why music and jingles are so effective in advertising

Advertisers have long used music or snappy jingles to sell their products. Even local businesses in Cache Valley have used and are still employing jingles that are memorable. On KVNU’s For the People program, marketing analyst Jessica Dunyon said people can retain more information when it’s set to a beat. That’s why children sing songs and why it’s easy to learn the alphabet.

Dunyon explained, “I learned the counties in the state of Utah, there’s a song, and I don’t remember the whole song but I sure remembered it in the 4th grade. And setting things like that to music helps something in your brain memorize it better.

“So there’s a rhythm, there’s a beat. And when you can tie those two things together it pieces something in your brain that makes it easier to remember,” she said.

So radio and TV advertisers who use music can help create that memory to associate it with a specific emotion or to a specific brand or a specific action. Dunyon said that music provides the soundtrack to our lives. We remember the songs we danced to in high school, or earlier, and music makes a connection with our brain in a way that mere words cannot.

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