EMOTION IN ADVERTISING AND THE ROLE OF MUSIC

30. 6. 2023 | 7 min read Emotion is at the heart of effective advertising and music is critical to emotional delivery. So, how can you ensure music conveys the right emotions in your advertising?

WHIZ! BANG! BOOM! ENERGETIC ADS HOLD VIEWERS’ ATTENTION

23. 6. 2023 | 7 min read Louder, busier commercials are the new norm. And they seem to be working.

BRANDING, MUSIC AND AVOIDING THE PERILS OF PURPOSE – CREATIVE EFFECTIVENESS UNPACKED

20. 6. 2023 | 4 min read The craft and conditions to drive greater creative effectiveness were explored by experts at an event hosted by TV marketing body Thinkbox.

STUDY USA: WHICH BEER BRANDS WON WITH MUSIC IN 2022?

12. 3. 2023 | 2 min read Songtradr’s new Music of Beer report pours out plenty of insights around the most effective music choices for beer ads, Super Bowl success and which brands picked right in 2022. The data shows Heineken was the most strategic in its sonic decision-making, while Guinness… may be unfit to drive (at least when it comes to picking tunes for its TV ads).

HOW THE POWER OF MUSIC DRIVES EMOTION, RETENTION IN AD SPOTS

27. 2. 2023 | 5 min read We all know the drill, and we’re all guilty as charged: The commercials come on and the phones come out. Now, more than ever (other than the Super Bowl), there is little to no incentive for viewers to pay attention to ads, be they on live TV, streaming or FAST channels. A 2022 study published in Marketing Science analyzed 4 million ad exposures across a year and found that although the vast majority—70% of viewers—technically were exposed to the ads, the research revealed that they’re doing everything and anything to avoid watching the commercials. While older viewers change channels, millennial and Gen Z audiences tend to check their phones, tablets or laptops during commercial breaks.

POPULAR HIT SONGS ARE A SAFE BET IN THE CZECH REPUBLIC. TEN EXAMPLES OF HOW FAMOUS TV COMMERCIALS HAVE WORKED WITH SONGS

22. 9. 2022 | 14 min read Even in the Czech Republic, we have no shortage of TV commercials that have given birth to new musical hits or helped revive forgotten ones. It may therefore seem like quite a superhuman task to choose just ten of them, but we tried anyway. In our selection, you will find ads that rely on the interconnectedness of the musical background with classic Czech humour, but also those that put pride and Czech national and cultural heritage at the forefront. In short, there is a lot to choose from. Please note, however, that many of these examples have the unfortunate trait that will inevitably get stuck in your head for a while. HERA - PEČENÍ JE RADOST, HERA JE PEČENÍ / BAKING IS A JOY, HERA IS BAKING (1998) Baking is a joy, Hera is baking! A slogan that has become so domesticated in the Czech Republic that no one will ever take it away from this baking product. The food company's advertising is largely traditional - it relies on classic scenes of family togetherness, where individual family members come together for the noble goal of creating a bakery masterpiece, which they then sit together over, full of joy. The visuals of the commercial look as if they have come straight out of Slováček's humorous novel Bylo nás pět (There Were Five of Us). This look is supported by both the vintage filter and the choice of the musical motif. Hera reached into the golden fund of Czech classical music and chose Humoreska by the internationally renowned composer Antonín Dvořák. All the compositions in the result form their own audiovisual symphony, during which you can't help feeling that you, too, could brush up on your baking skills and thus delight yourself and your loved ones.