Jingles are one of the most exclusive and technically demanding forms. They begin with a good script and lyric, which the composer then sets to a melody and musical accompaniment. Singers are then engaged whose voice and singing style must match the identity of the product being advertised. A voice-over artist must also be engaged.
It goes without saying that this kind of commercial should not be recorded in a home studio. A professional studio is needed, along with a composer, who is usually also the audio producer, and whose musical training and experience, along with his style of expression, enables him to bring the message to life with a catchy tune which the audience will like. It is used when a client wants to demonstrate market dominance or establish his company, his services or a particular product as a BRAND.
The tunes and words of radio commercials with jingles persist in the ear of listeners for a long time and forge an emotional connection between the audience and the advertised BRAND, if the production and concept being transmitted are of high quality. They take effect at the moment the potential customer is faced with the decision whether to choose a particular product from among a range on offer. Of course, because this is one of the most demanding forms of radio communication, the cost of jingle commercials is higher than other radio advertising. Clients often find this prohibitive, but experience shows that when they decide to use it they rarely regret it.