The Importance of Jingles

Few things can drive an advertising message home like a catchy jingle. Whether your listeners love it or hate it, a good jingle will relate your brand name with a concept, idea, or promotion. Listeners who catch your radio commercial may not notice a jaunty techno beat in the background, but they will notice your snappy jingle. The next time a listener sees a sign or ad for your business, they will immediately associate your jingle with your advertising, creating a relationship that increases the likelihood they’ll choose you next time they need you.


When you’re trying to think of letter placement in the alphabet, do you hum the ABCs in your head? L, M, N, O, P … why do you think this is the method that so many of us (as adults, too!) employ after learning it as children? Because it’s effective. Plain and simple. The human brain processes memories uniquely and more easily conjures up data or information if repetition is involved – like memorizing a song.

While music and radio have been around for hundreds of years, the first singing commercial is thought to have aired on Christmas Eve in 1926 – still a relatively newer approach to advertising. Why say it when you can sing it? Ask the folks at General Mills – that first singing commercial was for Wheaties, still an American breakfast staple to this day. That commercial ushered in a now well-known radio advertising strategy called the jingle. It didn’t take long for the rest of the advertising industry to take notice, and jingles soon became a major marketing tool.