Twenty Thousand Hertz
Sounds That Sell: How companies entice us with sonic candy
Nov 1, 2023
This podcast explores the power of sound in advertising and marketing, discussing the success of iconic jingles and the influence of sound in creating memorable experiences for consumers. They also introduce a mystery sound contest and share information about sponsors and ongoing promotions.
26:18
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Quick takeaways
- Sound can be used as a powerful tool in advertising to create desire and evoke emotions.
- Audio branding, including mnemonics and memorable brand pronunciation, helps reinforce brand recognition and association.
Deep dives
The Power of Sound in Advertising
Advertisers have long utilized sound to embed brands in people's minds and persuade consumers. From catchy jingles like the Chili's Baby Back Ribs song to sound effects in Alka Seltzer commercials, sound has the ability to create desire and evoke certain emotions. Companies carefully choose sounds that are memorable and representative of their brand, such as the coin test sound in Old Dutch cleanser commercials or the sound of brewing coffee in Maxwell House ads. This use of sound as a selling tool has a long history in advertising and continues to be impactful in marketing today.
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