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Advances in Economics and Business Management (AEBM)
p-ISSN: 2394-1545; e-ISSN: 2394-1553; Volume 3, Issue 5; April-June, 2016, pp. 496-502
© Krishi Sanskriti Publications
http://www.krishisanskriti.org/Publication.html
Study of the Effectiveness of Advertising Jingles
Pooja Jain1 and Utkarsh Jain2
1Devi Ahilya Vishwavidyalaya International Institute of Professional Studies
2Student, Devi Ahilya Vishwavidyalaya, International Institute of Professional Studies
E-mail: 2poojaiips@gmail.com
Abstract—The increasing competition among the brands to win the
customers and the clutter in the mass media has posed a big
challenge in front of the advertisers to create the top of the mind
awareness about their brands in the customers’minds. Marketers are
turning out every stone to create and sustain the brand image. In
order to create the unique brand image the promotion mix strategies
play a vital role, specially the advertisements. The role of a jingle in
gererating recall and recognition for the advertisement cannot be
overruled. Being the musical tunes jingles are the most memorable
and catchy element of any adverstisement. In other words we can say
that an effective jingle can create a unique position for the brand in
customers’ minds. It is found that income of customers directly
relates to the effectivenes of jingles.
Keywords: Clutter, Jingle, Promotion mix, Demography, Top of the
mind awareness.
1. INTRODUCTION
A jingle is a short musical tune used in advertisements to
create association of the consumers with the brand. The jingle
contains musical phrases and meaning that exclusively
promotes and positions the product being advertised, usually
through advertising slogans to reinforce brand identity. These
jingles can also be used in non-advertising contexts to
establish and maintain a brand image. Jingles create sensory
branding through sound. Sensory branding has proved to be is
very effective branding strategy. Sound is used in branding to
evoke emotions and feelings to influence brand experiences.
Perhaps the second most used variable by marketing and
advertising is the sense of hearing. Sound when well
synchronised with a message is a strong tool to make the
customer remember it. Jingles have existed in advertising
since the early 1920s. Note Line Music Productions attributes
the first modern commercial jingle to a 1926 General Mills
breakfast cereal commercial featuring an a cappella quartet.
Advertising jingles became more prominent in the 1930s, and
later become a prominent element in television advertising.
Advancement in technology over the years has added to the
auditory capabilities of jingle and most modren 21st century
jingles are recorded in professional state- of –the –art music
studios. This paper aims at exploring whether the effect of
jingles varies according to customer demography in creating
consumer awareness and influencing their purchase decisions.
The dempgraphic variables taken under study are
gender,income and occupation
1. 1 Objective
To find out the demography based variance in effectiveness of
advertising jingles on consumers.
2. LITERATURE REVIEW
Klink. R, and Wu. L,(2013) emphasized that,the sound
symbolism like jingles, sogos, etc. contributes I providing
brand meaning to the consumers. This further results in
awareness and positive perception for the brand. It also
believes that, there is great relevance of sound symbolism to
the positioning of the product. Use of such sound elements
like jingles, influences consumer to generate a brand meaning
out of such jingles and formulate an opinion of the brand that
would affect their purchase decision for the brand. Fraser. C
and Bradford. J,(2013) focused that with the use of
background music such as jingles, tones, sonic logos etc
improves the image of the brand in the minds of customer.
This paper concluded that auditory scene analysis (ASA)
includes 3 structural music characteristics categories i. e.
harmonic elements, textual elements and Tempo. These work
together and jointly influence processing and recall of brand.
Krishnan. V, et al (2012) determined the influence of auditory
elements on the consumer’s willingness-t. This leads to
purchasing decision being in favour of the brand. Spence. C,
(2012) studied the role of audition in perception and behavior
in humans specifically for food and beverages. It mentioned
that, a study revealed that the removal of sonic elements
affects perception be if positively or negatively, but mostly it
came to be negative and also suggested that people’s
impression for the product in terms of liking /disliking is
affected by the musical elements to a great extent. Auditory
cues act as the basis of consumers to make inferences relating
to quality of product by the association of cues with the
product image. Luna. D, et al(2012) revealed the significant
influence of auditory cues on the memory of customer for the
brand recall. It studied the retention between phonemes (i. e.
mental representation of sounds) to that of customers recall for
the brand or a product. In this paper, they intended to
operationalize the extent of fit between brand and its recall
Effectiveness of Digital Advertising 497
Advances in Economics and Business Management (AEBM)
p-ISSN: 2394-1545; e-ISSN: 2394-1553; Volume 3, Issue 5; April-June, 2016
through sonic symbolism of the brand names. Based on four
variables, a model of consumer response to music in
commercial ads has been derived by Lantos. G and Craton.
L(2012) studied the consumer’s attitude towards the
advertising music(like jingles. Jingles and other musical
elements in the ads leads to high degree of involvement for the
product and hence the liking for the product. Jingles possess a
theme based message – enhancing trait such music are
generally attention getting, distinctive, and are likely to affect
customer’s perception for the product. These musical elements
in ads leads to recall of ads and these jingles and slogans result
more effectively affecting customers than the other verbal
elements imbibed in the ad with the jingles. It studies the
cognitive and affective components affecting attitude towards
and thereby the buying behavior of the customer. Craton. L
and Lantos. G, (2011focused on attitude towards advertising
music (Am) and its components. It assumes that music in
branding adds value to the advertisement and enhances the
advertisement’s effectiveness in influencing customers to
make purchases. Crisinel. A et al (2011) discussed that
perception for an item can be altered systematically by using
an appropriate soundscape that shares some correspondence
with that item. The soundscapes provide stimuli to the brain
which affects the perception for that item. Auditory stimuli
influences participants perception in the experiment
conducted, as stated in this paper Sensory stimulus like sound
affects one’s expectations with the product and induces the
change in purchase behavior in favour of the product. Sonic
branding helps setup unconscious expectation for the product
and thus, creates an urge to purchase the product. Bartholme.
R, and Melewar. T, (2010) provided several examples where
companies apply auditory cues like jingles, sonic logos etc. for
the corporate identity construct. It states that musical cues like
jingles can form a consistent perception in the minds of
customers and also helps in tangibilising the service brands to
a great extent. Such sound cues generates familiarity and acts
as representative in recognition and setting preference for the
brand.
2.1 Rationale
Sound branding is increasingly becoming a strong identifier
for brands. It is not only communicating a memorable
message to target audience, but making the brand extremely
recognizable. The literature review reveals that mant
researches have been done in the field of effectiveness of
jingles. Till now not much researches have been done taking
the demographic variables under consideration. This study is
an effort to plug this gap.
3.
RESEARCH METHODOLOGY
The study is descriptive in nature. All the segments of society
are our respondents for this study, who have access to
advertisements where Jingles are used as an auditory or sonic
branding strategy. A sample size of 100 respondents from
Indore city is being considered for the study from Indore city.
The sample consists of a mix of age groups, income groups
and occupation segments.
Age group 15- 45 above years
Income group <100000 - >500000
Occupation – Students, Business, Service, Housewives,
Senior citizen
Non probabilistic convenience sampling is the technique used
for sampling. Structured questionnaire has been used to collect
the required data for the study which includes closed-ended
questions. The questionnaire is divided into three sections for
the ease in data collection and its further analysis. Section A
includes demographic profile of respondents, Sec B deals with
the awareness of the presence of jingles for the brands and the
Sec C includes the components that decides Jingle’s
effectiveness and is based on nominal scale. The questionnaire
is designed in the way so as to achieve all the set objectives
for this study
.
Cronbach's (alpha) test is used to measure the relaibility of
the scale. Simple averages, ANOVA and Post Hoc test is used
to analyse the data.
4.
DATA ANALYSIS, INTERPRETATION AND
FINDINGS.
4. 1Reliability Analysis
Case Processing Summary
N %
Cases Valid 100 100. 0
Excluded
a
0 . 0
Total 100 100. 0
Reliability Statistics
Cronbach's Alpha N of Items
. 803 22
The value of chronbach alpha is. 803 for 22 items. That proves
the instrument to be reliable enough to generate consistent
results.
Table 1
Independent variable :
Gender Sum of Squares df Mean Square F Sig.
Catch your attention Between Groups 0. 21 1 0. 21 0. 279 0. 60 Within Groups 73. 79 98 0. 753
Total 74 99
Pooja Jain, Muskan Karamchandani and Anubhuti Jain
Advances in Economics and Business Management (AEBM)
p-ISSN: 2394-1545; e-ISSN: 2394-1553; Volume 3, Issue 5; April-June, 2016
498
enhance the image of the
product
Between Groups 1. 12 1 1. 12 2. 119 0. 15 Within Groups 51. 79 98 0. 528
Total 52. 91 99
affect views of the product Between Groups 0 1 0 0 0. 99 Within Groups 96. 91 98 0. 989
Total 96. 91 99
drive you to purchase the
product
Between Groups 0. 78 1 0. 78 0. 872 0. 35 Within Groups 87. 66 98 0. 894
Total 88. 44 99
able to crate awareness of
product
Between Groups 0. 031 1 0. 031 0. 03 0. 86 Within Groups 99. 359 98 1. 014
Total 99. 39 99
place the product in minds of
customer
Between Groups 0. 076 1 0. 076 0. 079 0. 78 Within Groups 93. 234 98 0. 951
Total 93. 31 99
reminds you about the product
Between Groups 0. 003 1 0. 003 0. 006 0. 94 Within Groups 55. 707 98 0. 568
Total 55. 71 99
create your association with
product
Between Groups 0. 001 1 0. 001 0. 001 0. 98 Within Groups 68. 359 98 0. 698
Total 68. 36 99
persuade you to try the product Between Groups 0. 058 1 0. 058 0. 06 0. 81 Within Groups 95. 332 98 0. 973
Total 95. 39 99
create your preference for the
product
Between Groups 0. 35 1 0. 35 0. 434 0. 51 Within Groups 79. 04 98 0. 807
Total 79. 39 99
make you purchase the product
without thinking to much
Between Groups 1. 323 1 1. 323 1. 521 0. 22 Within Groups 85. 187 98 0. 869
Total 86. 51 99
Affect the popularity of the
product
Between Groups 0. 258 1 0. 258 0. 274 0. 60 Within Groups 92. 332 98 0. 942
Total 92. 59 99
stimulate your interest as
customer
Between Groups 3. 547 1 3. 547 3. 565 0. 06 Within Groups 97. 493 98 0. 995
Total 101. 04 99
differentiate the product with
other brand
Between Groups 0. 008 1 0. 008 0. 009 0. 93 Within Groups 93. 832 98 0. 957
Total 93. 84 99
identify the product status level
Between Groups 0. 293 1 0. 293 0. 277 0. 60 Within Groups 103. 71 98 1. 058
Total 104 99
From the table no 1 this can be observed thet there is no significant difference between Gender of the respondents and the
various variables that shows the attributes of jingles. That means gender differences have no significant relation with jingle’s
effect.
Table no 2
Independent variable :
Income Sum of Squares df Mean Square F Sig.
Catch your attention
Between Groups 15. 405 3 5. 135
8. 413
0. 000
Within Groups 58. 595 96 0. 61
Total 74 99
enhance the image of
the product
Between Groups 11. 273 3 3. 758 8. 664 0. 000 Within Groups 41. 637 96 0. 434
Total 52. 91 99
affect views of the
product
Between Groups 5. 283 3 1. 761 1. 845 0. 144 Within Groups 91. 627 96 0. 954
Total 96. 91 99
drive you to purchase
the product
Between Groups 5. 435 3 1. 812 2. 095 0. 106 Within Groups 83. 005 96 0. 865
Total 88. 44 99
able to crate awareness
of product Between Groups 16. 99 3 5. 663 6. 598 0. 000
Within Groups 82. 4 96 0. 858
Effectiveness of Digital Advertising 499
Advances in Economics and Business Management (AEBM)
p-ISSN: 2394-1545; e-ISSN: 2394-1553; Volume 3, Issue 5; April-June, 2016
Total 99. 39 99
place the product in
minds of customer
Between Groups 13. 959 3 4. 653 5. 629 0. 001 Within Groups 79. 351 96 0. 827
Total 93. 31 99
reminds you about the
product
Between Groups 7. 691 3 2. 564 5. 126 0. 002 Within Groups 48. 019 96 0. 5
Total 55. 71 99
create your association
with product
Between Groups 2. 069 3 0. 69 0. 999 0. 397 Within Groups 66. 291 96 0. 691
Total 68. 36 99
persuade you to try the
product
Between Groups 9. 378 3 3. 126 3. 489 0. 019 Within Groups 86. 012 96 0. 896
Total 95. 39 99
create your preference
for the product
Between Groups 2. 685 3 0. 895 1. 12 0. 345 Within Groups 76. 705 96 0. 799
Total 79. 39 99
make you purchase the
product without
thinking to much
Between Groups 3. 516 3 1. 172 1. 356 0. 261 Within Groups 82. 994 96 0. 865
Total 86. 51 99
Affect the popularity of
the product
Between Groups 2. 242 3 0. 747 0. 794 0. 500 Within Groups 90. 348 96 0. 941
Total 92. 59 99
stimulate your interest
as customer
Between Groups 2. 645 3 0. 882 0. 86 0. 465 Within Groups 98. 395 96 1. 025
Total 101. 04 99
differentiate the
product with other
brand
Between Groups 3. 727 3 1. 242 1. 324 0. 271 Within Groups 90. 113 96 0. 939
Total 93. 84 99
identify the product
status level
Between Groups 8. 22 3 2. 74 2. 746 0. 047 Within Groups 95. 78 96 0. 998
Total 104 99
stimulate your intrest as
customer
Between Groups 1. 953 4 0. 488 0. 468 0. 759 Within Groups 99. 087 95 1. 043
Total 101. 04 99
diffrentiate the product
with other brand
Between Groups 4. 128 4 1. 032 1. 093 0. 365 Within Groups 89. 712 95 0. 944
Total 93. 84 99
identify the product status
level
Between Groups 2. 675 4 0. 669 0. 627 0. 644 Within Groups 101. 33 95 1. 067
Total 104 99
From the table no 2 this can be observed that with, 3 degree of freedom and 8. 413 as F value, the significant value is. 000 that is
less than. 005 implying that there is significant difference of income on jingles catching the attention. That means income
variation has significant impact on the attention catching ability of the jingles.
From the table no 2 this can be observed that with, 3 degree of freedom 8. 664 as F value, the significant value is. 000 that is less
than. 005 implying that there is significant difference of income on jingles enhancing the image of the product. That is different
income group have different views about jingle enhancing the image of the product.
From the table no 3 this can be observed that with, 3 degree of freedom and 6. 598 as F value the significant value is. 000 that is
less than. 005 implying that there is significant difference of income on jingles ability to create awareness of the product.
From the table no 2 this can be observed that with, 3 degree of freedom and 5. 629 as F value, the significant value is. 001 that is
less than. 005 implying that there is significant difference of income on jingle placing the product in the minds of customer.
People of different income group have different effect of jingles in positioning the product in consumers’ mind.
From the table no 2 this can be observed that with, 3 degree of freedom At 3 degree of freedom and 5. 126 as F value, the
significant value is. 002 that is less than. 005 implying that there is significant difference of income on jingle reminds about the
product.
Pooja Jain, Muskan Karamchandani and Anubhuti Jain
Advances in Economics and Business Management (AEBM)
p-ISSN: 2394-1545; e-ISSN: 2394-1553; Volume 3, Issue 5; April-June, 2016
500
From the table no 2 this can be observed that with, 3 degree of freedom At 3 degree of freedom and 3. 489 as F value, the
significant value is. 019 that is less than. 005 implying that there is significant difference of income on jingle persuade to try the
product. That is because trialability is howsoever affected by the income of the consumers
From the table no 2 this can be observed that with, 3 degree of freedom and 2. 746 as F value, the significant value is. 047 that is
less than. 005 implying that there is significant difference of income on jingles help identify the product status level.
Table no 3
Independent variable : Income Sum of Squares df Mean Square F Sig.
Catch your attention
Between Groups 15. 405 3 5. 135
8. 413
0. 000
Within Groups 58. 595 96 0. 61
Total 74 99
enhance the image of the
product
Between Groups 11. 273 3 3. 758 8. 664 0. 000 Within Groups 41. 637 96 0. 434
Total 52. 91 99
affect views of the product Between Groups 5. 283 3 1. 761 1. 845 0. 144 Within Groups 91. 627 96 0. 954
Total 96. 91 99
drive you to purchase the
product
Between Groups 5. 435 3 1. 812 2. 095 0. 106 Within Groups 83. 005 96 0. 865
Total 88. 44 99
able to crate awareness of
product
Between Groups 16. 99 3 5. 663 6. 598 0. 000 Within Groups 82. 4 96 0. 858
Total 99. 39 99
place the product in minds of
customer
Between Groups 13. 959 3 4. 653 5. 629 0. 001 Within Groups 79. 351 96 0. 827
Total 93. 31 99
reminds you about the product Between Groups 7. 691 3 2. 564 5. 126 0. 002 Within Groups 48. 019 96 0. 5
Total 55. 71 99
create your association with
product
Between Groups 2. 069 3 0. 69 0. 999 0. 397 Within Groups 66. 291 96 0. 691
Total 68. 36 99
persuade you to try the product Between Groups 9. 378 3 3. 126 3. 489 0. 019 Within Groups 86. 012 96 0. 896
Total 95. 39 99
create your preference for the
product
Between Groups 2. 685 3 0. 895 1. 12 0. 345 Within Groups 76. 705 96 0. 799
Total 79. 39 99
make you purchase the product
without thinking to much
Between Groups 3. 516 3 1. 172 1. 356 0. 261 Within Groups 82. 994 96 0. 865
Total 86. 51 99
Affect the popularity of the
product
Between Groups 2. 242 3 0. 747 0. 794 0. 500 Within Groups 90. 348 96 0. 941
Total 92. 59 99
stimulate your interest as
customer
Between Groups 2. 645 3 0. 882 0. 86 0. 465 Within Groups 98. 395 96 1. 025
Total 101. 04 99
differentiate the product with
other brand
Between Groups 3. 727 3 1. 242 1. 324 0. 271 Within Groups 90. 113 96 0. 939
Total 93. 84 99
identify the product status level Between Groups 8. 22 3 2. 74 2. 746 0. 047 Within Groups 95. 78 96 0. 998
Total 104 99
From the table no. 3 this can be observed that there is no
significant difference between occupation of the respondents
and the various variables that shows the attributes of jingles.
That means occupation differences have no significant relation
with jingle’s affect. To conclude the overall result from
ANOVA, it can be said that for the gender and the occupation
variables, they have nil effect on all the attributes.
Respondent’s views are not significantly different for all any
of the attributes on the basis of gender and occupation. Similar
to this, qualification has significant difference on just the one
attribute i. e jingles create association with the products. On
the contrary, Income has maximum effect on several attributes
like attention catching, image enhancing, creating awareness,
placing the product in the minds of the customers, reminding
about the product, trial ability of the product and ability to
identify the status level of the product. To summarize, it can
Effectiveness of Digital Advertising 501
Advances in Economics and Business Management (AEBM)
p-ISSN: 2394-1545; e-ISSN: 2394-1553; Volume 3, Issue 5; April-June, 2016
be said that income of the people has a great effect on their
views about jingle’s effect on their purchasing decisions.
Different income groups are differently affected by jingles in
their buying decisions.
5. CONCLUSION & SUGGESTIONS
Jingles are an effective element of sonic branding that takes
place in almost all the ads nowadays. Companies need to
know the effect of these jingles on their brands so as to make
further strategies related to jingles to ensure the sale of their
products. In this study, the researchers used several tools to
find and analyze the effectiveness of jingles in consumer
purchase decisions. Most of our respondents belonged to 15-
24yrs of age group where maximum people were found to be
postgraduate and have the understanding about the jingles in
the ads. The studies possess the results generated by the
income group of 3-4 lakhs on an average. With the help of
crosstab tool, it’s found that 77. 6% respondents agree to have
been affected by jingles in their purchasing decisions. The
study consists of 15 attributes on the basis of which the results
have been derived. Anova as a tool revealed that jingles have
no effect on respondents on the basis of gender and
occupation. It has a very little effect on the basis of
qualification and then a further more effect on the basis of age.
That is generally because lower age groups have more access
to advertisements and have comparatively more noticiability
of jingles in such ads. Thus they have higher impact of jingles
than people of upper age groups. Unlikely these factors,
jingles have a great effect on people on the basis of their
incomes. Varying incomes calls for difference in urge to
purchase the product because of the jingles. Therefore it can
be concluded as a whole that jingles do have effect on the
people’s buying behavior and purchasing decisions, where
maximum of them react according to their age and income.
Hence, Marketers need to structure and formulate their jingle
plan for the brand as per the varying ages and income, where
lower age groups being their most successfully targeted group
in relation enhancing sales through jingles.
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