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B Sound Marketing Objectives

Brand Reinforcer

This type of marketing wants to ensure that the listener associates a particular sound with an organisation so that it can be used to reinforce the brand. We know that sound can be part of an organisation’s brand as most people will be able to tell you about a sound associated with a brand. For example

1. Mars – a mars a day helps you work, rest and play
2. McDonald’s – I’m lovin it
3. Audi – Vorsprung Durch Technik
4. Marks and Spencers – This is not just ____________ This is M & S _________
5. Intel – unique music to represent an intel product

1. Mars
The mars strap line is memorable because of the music that accompanied it and because it is similar to a nursery rhyme. However would it be as easy to remember without the music?

2. McDonalds
Music is an integral part of Mcdonalds’ - “I’m lovin it” strap line. The music brings the words to life and helps to conjure happy thoughts. The music accompanying the strap line is as contemporary as the strap line. If you ask a group of people to mention an organisation whose brand identity includes music, McDonalds is likely to be in the top three.

3. Audi
The Audi strap line demonstrates that a memorable spoken strap line doesn’t have to be in the same language understood by the audience. On the TV advert the strap line is written as well as spoken. Even though I have seen the TV advert on many occasions I can repeat the strap line but I can’t spell it fully.

4. Marks and Spencers
The Mark and Spencers strap line is effective because of the voice and tone of the person saying it. As the person delivering the strap line can’t be seen the strap line focuses the audience on the food being advertised and Mark and Spencer’s. The music accompanying the strap line encourages the listener to create the “perfect” night in which includes food such as Marks and Spencers.

5. Intel
Intel created a unique sound for their brand and then persuaded clients advertising items containing an Intel, product to include the Intel logo and sound in the advert. As the Intel sound doesn’t include words it can be incorporated into adverts without taking attention away from the product being advertised.

The advantage of sound marketing over visual is that it can be used in various communications including radio, internet and telephone. Each of the strap lines and accompanying brand music mentioned above can be transferred from TV to radio, internet and telephone.

 

 

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