-

Lokalni radio lokalno trziste

dzingl

Prednosti oglaavanja putem radija:

nije toliko skup kao TV

vea fleksibilnost

lako je odrediti ciljni segment u smislu zemljopisnog podruja

Nedostaci oglaavanja putem radija:

prenosi samo zvuk

esto se slua kad se obavlja neki drugi posao

potreban
je
veliki
broj
oglas
se
mora
emitirati
poetnu nisku cijenu

emitiranja
i
na
velikom

eli
broj

li
se
stanica,

pokriti
to

vee
povisuje

podruje,
njegovu

Jingle
A jingle is a short tune used in advertising and for other commercial uses. The jingle contains
one or more hooks and lyrics that explicitly promote the product being advertised, usually
through the use of one or more advertising slogans. Ad buyers use jingles in radio and television
commercials; they can also be used in non-advertising contexts to establish or maintain a brand
image. Jingles are a form of sound branding.

History
The jingle had no definitive status: its infiltration of the radio was more of an evolutionary
process than a sudden innovation. Product advertisements with a musical tilt can be traced back
to 1923,[1] around the same time commercial radio began in the United States. If one entity has
the best claim to the first jingle it is General Mills, who aired the worlds first singing
commercial. The seminal radio bite, entitled "Have You Tried Wheaties?", was first sung over
the air on Christmas Eve of 1926 in the Minneapolis-St. Paul radio market.[2] It featured four
male singers, who were eventually christened "The Wheaties Quartet", singing the following
lines:
Have you tried Wheaties?
Theyre whole wheat with all of the bran.
Wont you try Wheaties?
For wheat is the best food of man.
Theyre crispy and crunchy
The whole year through,
The kiddies never tire of them

and neither will you.

So just try Wheaties,
The best breakfast food in the land.
The Wheaties advertisement, with its lyrical hooks, was seen by its owners as extremely
successful. According to one account, General Mills had seriously planned to end production of
Wheaties in 1929 on the basis of poor sales. Soon after the song "Have you tried Wheaties?"
aired in Minnesota, however, of the 53,000 cases of Wheaties breakfast cereal sold, 30,000 were
sold in the Twin Cities market. After advertising manager Sam Gale pointed out that this was the
only location where Have You Tried Wheaties? was being aired at the time, the success of the
jingle was accepted by the company.[2] Encouraged by the results of this new method of
advertising, General Mills changed its brand strategy. Instead of dropping the cereal, it purchased
nationwide commercial time for the advertisement. The resultant climb in sales single-handedly
established the "Wheaties" brand nationwide.
After General Mills' success, other companies began to investigate this new method of
advertisement. Initially, the jingle circumvented the ban on direct advertising that the National
Broadcasting Company, dominant broadcasting chain, was trying to maintain at the time.[1] A
jingle could get a brands name embedded in the heads of potential customers even though it did
not fit into the definition of "advertisement" accepted in the late 1920s.
The art of the jingle reached its peak around the economic boom of the 1950s. The jingle was
used in the advertising of branded products such as breakfast cereals, candy, snacks, soda pop,
tobacco, and beer. Various franchises and products aimed at the consumers' self-image, such as
automobiles, personal hygiene products (including deodorants, mouthwash, shampoo, and
toothpaste), and household cleaning products, especially detergent, also used

Alternative jingles
Jingles can also be used for parody purposes, popularized in Top 40/CHR radio formats
primarily Hot30 Countdown, used primarily for branding reasons.
Television station idents have also introduced their own audio jingles to strengthen their brand
identities, for example the melodic motifs of Channel 4's Fourscore or BBC One's 'Circle'
idents.[3]
Jingles are also the vital part of Radio. As radio is only concerned with the voice, Jingles played
important role in every program of radio. Almost all the radio ads are based on jingles for their
identification.

Radio Jingles
Most often the term Radio Jingles can be used to collectively describe all elements of radio
station branding or identification. Accurately the term in the context of radio used to describe
only those station branding elements which are musical, or sung. Sung jingles are the most

common form of radio station branding otherwise known as imaging. A radio jingle therefore is
created in a studio by session singers and includes a musical representation of the radio station
name and frequency. Radio stations will sub contract to specialist radio jingle producers who
will create the musical sound and melody along with the recording the session singers. The
elements will be dispatched to the radio station in various time variations to be edited by local
radio producers before being broadcast in between songs or into and out of commercial breaks.

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