Jingle Advertising

Why do radio advertisers think that radio stations are fully equipped jingle makers. More so, that radio stations say Yes! if they are asked to produced something that involves singing.
Every radio station, at sometime or another, has had someone who can sing or play an instrument, or both. All this comes together and then the stress starts.
The client wants a $5000 quality jingle. The station can only get to the $500 value (and that is the value of the producer’s time trying to rescue the job to a point that won’t completely embarrass the station). Jingle makers make jingles for a living, they are professional musicians and writers, they know how translate a brief from the client, to use the music and lyrics to ‘brand the clients message’ so it becomes familiar and has a catchy sound to the listener/viewer, bringing successful advertising.
{Thought} You can hear too (heard one this week) that some jingle writers actually put a fully produced commercial on the end of the disc, to demonstrate the ‘sound’ of the jingle with the voice. Much the same way as the jingle made by the station sounds crap, so does the commercial voiceover by the jingle maker using the jingle package they have just created.

For the client, the right people for the right job, means successful outcome and great sounding advertising that works.
Do what you do best and let the others do the rest.(Jeff Jarvis)