Sound and memory
Have you noticed yourself? You can’t remember the phone number or the intercom code, but as soon as your hand touches the digital scoreboard, your fingers type in the desired code. Tactile memory? Yes, and it can also be visual, olfactory, auditory, etc. We remember the bored tune by ear, sing it. All it takes is for the chorus in a hit song to be sung twice, so that the listener will remember it forever. We can say that auditory memory is quite well developed in most people, and, consequently, the effectiveness of advertising through hearing in some cases is much higher than through other channels of perception. And in many cases, additional information received when listening to an audio message (for example, a video sequence) only distracts from the information and reduces its memorability.
To achieve maximum memorability of memory information, you need to help. What is best remembered by ear? Something that can be rhymed or sung. If, for example, the goal of sound advertising is the maximum number of calls to the company’s call center, we are faced with the question of memorability of the phone of this call center. After reading an ad in a magazine or newspaper, getting a leaflet or flyer – you can always find the contacts of the company that interests you. You have access to these contacts until the carrier is in the trash. And even then, if necessary, you can always get a tabloid from the urn and read it again. And if these contacts were heard on the radio and you did not remember them, could not write them down because you were driving, and the nearest pen was in the case – will you sit and wait until the video is played a second time? Unlikely. The most reliable way for a company that actively sells through sound advertising is to purchase a memorable phone number. For example, if a number like “seven sevens” is not occupied, it will cost a pretty penny. But be creative. An option like: “three eight five-six four-six five” is also quite a passable option, since it is rhymed and can easily be sung to a simple melody, which will increase its memorability several times compared to the one just read and dozens of times with any other “ugly” phone number. Find the best way to sound your phone, try to rhyme it. For example, such an unsightly phone as 77-79-99 just became a superstar, being rhymed in the following couplet: “Three sevens, three nines – everything will be all right with you!”In this case, the effectiveness of advertising directly depends on the degree of memorability of contact information. The same applies to the names of Internet sites, physical addresses, and just the perception of the company name by ear.
In many cases, it is the sound information that is ready to make a “miracle” with your product or offer. It is important not to miss this opportunity. For example, there are groups of products that do not need to be seen to understand their essence, benefits, and advantages (for example, credit or plastic Windows). You can immediately give at least 10 examples of such product groups. Therefore, in order to get the desired response from the target audience in such cases, it will be much more profitable to use the techniques of sound advertising, rather than, for example, more expensive TV advertising.