Writing Music for Television and Radio Commercials (and more): A Manual for Composers and Students

Advertising Agency and Process Structure!! 7

States. Therefore, most of the commercials are aired in the applicable
regions.
Testing ideas: Companies spend substantial research and development
monies testing ideas and campaign concepts before most commercials are
completed. The client and the agency must feel relatively secure that the
basic concept and message of the commercial(s) will be successful.
Agency executives, both creative and business, make certain that each
frame of picture, dialogue, and/or voice-over that was approved after the
test presentation is replicated by the director and editor in the final film.
Sometimes, the process of planning advertising involves months of
presentations and revisions before the commercial is broadcast. Most
often, the radio commercials of the same product mirror the television
commercials. (Radio commercials do not usually receive the same amount
of preparation and investigation as television commercials because they
are normally extensions of the television commercials or advertising cam-
paigns.)

The Function of Music in Advertising

Music provides an important ingredient in the creative process. A well-
crafted composition can create an identity for a product. Some of the most
memorable advertising slogans are used as lyrics in advertising jingles
(short songs).
Examples of advertising slogans used as lyrics in jingles are, ‘‘G.E., we
bring good things to life,’’ ‘‘The Pepsi generation,’’ and ‘‘Come see the
softer side of Sears.’’
Advertising Age, a leading trade magazine, listed their choices for the
10 most effective slogans of the twentieth century. Many have been the
basis for jingles and multiple campaigns:

1. Diamonds are forever (DeBeers)


2. Just do it (Nike)


3. The pause that refreshes (Coca-Cola)


4. Tastes great, less filling (Miller Lite)


5. We try harder (Avis)


6. Good to the last drop (Maxwell House)


7. Breakfast of champions (Wheaties)


8. Does she... or doesn’t she? (Clairol)


9. When it rains it pours (Morton Salt)


10. Where’s the beef? (Wendy’s)

The following are honorable mentions:

1. Look Ma, no cavities! (Crest toothpaste)


2. Let your fingers do the walking (Yellow Pages)