Top-Of-Mind Awareness Using A Musical Image

Top-Of-Mind Awareness Using A Musical Image

You have a sign and a logo but do you have a sound? Your potential new customers are accustomed to identifying a business, a product, even a school by hearing musical lyrics, and sometimes it’s just a few notes or a couple of words.  The sound system between our ears is strong medicine when properly used in advertising.

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Think of local brands who capitalize on using a musical image to gain top-of-mind awareness:

  • “Save Big Money at Menards!”
  • “Waunakee Remodeling Makes Everything Old Look New Again!”
  • “Sparkle Auto Body-They’ll Make It Look Like Nothing Ever Happened!”
  • “Where Do You Go When You Want To See People That Treat You Like Family, Zimbrick Acura Middleton!” 
  • Our own UW Madison Campus can be pictured in the mind by simply hearing two notes, “Bum-Bump!”
  • Kellogg’s Frosted Flakes jumped into your youthful auditory cortex with the rhythmic words, “They’re Gr-r-reat!”


Try this exercise. What do you think of when you read these lyrics?  “Let Your Natural Beauty Shine Through!”, “When You Want To Show Just How You Feel……….”, “Surround Yourself With Comfort You’ll Adore…”, “It’s Your Own Asphalt!” 

These lyrics look funny without the music melody to bring them to life.  Recall is not as simple as it seems when presented as only printed words on a screen. Hear the musical answers at the end of this blog. For now, meet Bill Turpin, CEO of Advanced Concepts, Inc. Developers, composers, and producers of musical imaging. Here are his thoughts on the Power of Music.

The Power of Music!  By Bill Turpen, CEO, Advanced Concepts, Inc.

“The real goal of advertising is to have your ads be remembered long after they have been seen or heard.  The chance someone will drop everything they are doing to act on your ad immediately is unrealistic, so being remembered after the ad is over is critical.  Some advertisers yell at the top of their lungs to try to get your attention, some use lavish graphics, crazy voices, chicken suits, sound effects, special offers, some even try to copy successful national ads.  But one of the best ways to make sure your message is remembered is by using music.  In the advertising world, it’s called a JINGLE!  Having a good jingle for your business can virtually guarantee listeners will be singing your song which helps them remember you when they need what you offer.  

The beauty of using a jingle for your business is not only the memory component but the ability to incorporate a jingle in all aspects of your marketing efforts from TV and radio ads to telephone on-hold systems to website usage to ringtones on mobile devices and more, basically anywhere audio can be used.  A jingle even translates into print media giving those ads more pop!  For example, McDonald’s billboards with nothing but the golden arches logo and the words “I’m Lovin’ It!”  It works and helps reinforce the marketing campaign because we’ve all heard the “I’m Lovin’ It!” jingle thousands of times.

The bottom line is listeners will learn your jingle regardless of whether they are interested in your business, your products, your offer, etc.  We naturally learn and remember music without any effort or choice.  Did you really mean to learn how to spell bologna? Yes, Oscar Meyer has a way with B-O-L-O-G-N-A!”

Thanks, Bill! Mid-West Family Madison has long partnered with Bill Turpin and Advanced Concepts to develop musical imaging for our clients. Their team are masters at what they do and you hear their talent on our stations daily as they sing the musical notes of success! 

Do you want to tickle the mind of your customers? Does your brand deserve to become famous locally, regionally, nationally?

Local Examples

Let’s talk musical imaging and jingles with our strategy team when you’re ready. For now, the answers to the local brand names associated with the lyrics mentioned at the beginning of this blog.    

Rejuvenation Clinic Of Sauk Prairie
Chalmers Jewelers
Carpets Plus Colortile
DRS Paving And Asphalt

Click to listen to a portion of their jingle. Enjoy!

Paul Blair

About the Author : Paul Blair

Paul Blair serves as our Creative Services Director writing and producing many award-winning branding and public service campaigns for clients such as Bergstrom, Settlers Bank, Gunderson Life Celebration Centers, Window World, Chalmers Jewelers, Saint Vincent de Paul, The Healthy Place, Genesis Painting, Benjamin Plumbing and many, many more. His successful career at Mid-West Family Madison spans over thirty years.