‘It still blows me away that it’s not done more often’: What marketing science is ‘yet to work out’

Thinkerbell co-founder, Adam Ferrier, believes there is a very important factor in TV advertising that marketing science is “yet to work out”.

During the latest episode of Mumbrella’s one-on-one podcast series, Ferrier discussed the power of audio in advertising with host Neil Griffiths, particularly when it comes to jingles in TV ads.

A few famous examples shared included the jingles for brands like Pizza Hut, Lube Mobile and Greater Union Cinemas (now Event Cinemas).

“One of the things that marketing sciences has yet to work out is: what’s the half-life of an idea?” Ferrier said.

“What’s the half-life of a residual impression in the consumer’s mind? So, if you watch a TV ad, the half-life of that might be, it goes into your head and decays after a week and then you have to see the ad again to get the impression in your head again. So, for when the category trigger occurs, you remember that brand versus the other.”

Ferrier continued that if a brand can create something that sticks, it will help the consumer become immersed in the ad and the half life of that idea lasts longer.

“A jingle feels like a very cost-effective way to have an idea that has a very long half-life in the consumer’s mind,” he said.

“I’m, it still blows me away that it’s not done more often.”

Also on this episode, issued a call out to the media and marketing industry for 2024, specifically around brands. Listen to the conversation in full here.


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