The Packages

"Jingle" is a word that is used for any piece of music used in advertising. As a result, it's meaning is actually quite vague.

There are three jingle types:

• Songs... Complete musical compositions (lyrics/melody) that deliver the entire advertising message
  Example: "My bologna has a first name, it's O-S-C-A-R.."
• Logos... Just like a visual logo, this is a short little music phrase, with or without lyrics, that immediately identifies the advertiser, and works to create an image.
  Example: "I love what you do for me, Toyota!"
• Purchase Enhancer (my own term)... A song, or musical logo that specifically directs customers to a point of purchase.
  Example: "Glen Lerner is the way to go, call eight seven seven one five oh oh!"

The most important question becomes: Why don’t you like it? The answer usually is that there is one part of it that you don’t like. Is there a lyric that’s not right? Is there a word you can’t understand? Does it remind you of something you don’t want associated with your image?

Like any task in life, a successful jingle is the result of several elements put together, and the end result is greater than the sum of its parts. If something’s not right, identify the part and replace it. It’s really that simple!

That’s why I have no problem telling you that if you hire me, I will keep working until you are happy!

If you have an idea for your jingle, I’d love to hear your idea, and I’d be happy to make it a reality for you! Most of the jingles I’ve done include ideas from my clients. While I do have musical and production/technical expertise, I am not an expert on how you want to present your company to your community. Your ideas are not just welcome … they are absolutely necessary to the success of your advertising!

If you need a jingle fast, I can produce for you within 2 days provided you have a fairly clear idea of what you want. This includes lyrics to be sung, and an overall idea of musical style.

Is there a really catchy jingle in your market? Do you want something like it? Does your competitor have a catchy jingle? I want to hear these jingles … and I want to help you blow them out of the water!

The truth is, no one really knows for sure. But the basic elements are this: A message that is relevant, a good rhyme, a melody that is simple, and a pleasant vocal delivery.