A trend I've noticed with ads is to include the name of the song being played during the commercial in one of the corners. An example is the GEICO commercial with the cavemen, with Three Doors Down playing in the background. This is just another way to create mental links between the product and the audience.
One of the primary goals of adverts is to associate the product with the different senses. An ad can be considered a success when unrelated events can make a consumer think of a product. Heineken has sponsored the UEFA Champions league - a premier European football (soccer) tournament for a few seasons. In this commercial, all the elements come together - the music, the colors, the sport and the beer. Football fans might just find their throats getting a little parchy upon hearing that theme song. Popularity can also be garnered through catchy jingles. How many times have you found yourself humming the Kit Kat song? "Gimme a break, gimme a break, break me off a piece of that....."
So why put the name of the song blatantly during the commercial? One negative is that it takes away the attention of your audience, however momentarily. But the advantage is that it works for the lazy, quick-fix, short-attention span TV audience of today. We know that if we know the name of a song, a download is probably just a click or two away. And especially by gearing the ads towards a younger audience, you can create an association with not only fans of that band, but along with the fans of that genre of music.
For a marketer, it is as much of a success if the audience doesn't pay attention to the product but pays attention to the song. With repetition, and some luck, those Three Doors Down fans might be buying some car insurance.
One of the primary goals of adverts is to associate the product with the different senses. An ad can be considered a success when unrelated events can make a consumer think of a product. Heineken has sponsored the UEFA Champions league - a premier European football (soccer) tournament for a few seasons. In this commercial, all the elements come together - the music, the colors, the sport and the beer. Football fans might just find their throats getting a little parchy upon hearing that theme song. Popularity can also be garnered through catchy jingles. How many times have you found yourself humming the Kit Kat song? "Gimme a break, gimme a break, break me off a piece of that....."
So why put the name of the song blatantly during the commercial? One negative is that it takes away the attention of your audience, however momentarily. But the advantage is that it works for the lazy, quick-fix, short-attention span TV audience of today. We know that if we know the name of a song, a download is probably just a click or two away. And especially by gearing the ads towards a younger audience, you can create an association with not only fans of that band, but along with the fans of that genre of music.
For a marketer, it is as much of a success if the audience doesn't pay attention to the product but pays attention to the song. With repetition, and some luck, those Three Doors Down fans might be buying some car insurance.
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