Sonic identity and audio branding elements in Spanish radio advertising

Abstract

The emotional potential of sound is an excellent resource for companies and institutions seeking to test new ways of communicating with their stakeholders through the senses. However, there are still few organizations that include sound as a conveyer of their corporate identity. Audio branding aims to expand the contact points with audiences by incorporating sound elements that facilitate the recognition of the brand's values. This research attempts to understand the use that corporations make of sound as a communication tool and to evaluate its presence, but above all it wants to find out if this use is due to a strategic approach or if it is a specific decision marked by the temporality of advertising campaigns. For this reason, in this paper we have taken the radio as an advertising media. On the one hand, because it is the sound media par excellence. On the other hand, because it is where we can find the most well-known modes of audio branding such as the brand song, the jingle or the sonotype. The sample, composed of 239 inserts from the 3 generalist radio channels with the highest audiences in Spain, reveals that only 21% of items contain an element of audio branding, indicating that this is a field yet to be explored by organizations.

Decoding the DNA of Viral Video Ads

“…In this scope, Farmer (2008, p. 23) brings forth three forms of ad music, which can be listed as 'jingle', 'needledrop', and 'popular music'. Jingle is a common and unique form of ad music, comprising of a concise song or melody which is specifically generated for the brand and can be easily identified and remembered by the audiences (Allan, 2008;Barrio Fraile et al, 2021;Özulu, 1994;Shevy & Hung, 2013). While 'needledrop' can be defined as "music that is pre-fabricated, multipurpose, and highly conventional" (L. M. Scott, 1990, p. 223) without any lyrics included (Farmer, 2008), it can be stated that 'popular music' includes all genres of music which are produced commercially for the general use of ordinary people (Allan & Tryce, 2016;Farmer, 2008;Shuker, 2001) in order to create some relevance and familiarity for them with the ad messages, resulting…”

Is this a family business? Effectiveness of implementing family businesses branding strategies on a radio platform

“…Radio technology is considered an excellent platform for implementing effective branding strategies (Barrio Fraile et al, 2021; Muela‐Molina et al, 2020). However, research on family business branding is scarce and no studies have analyzed the effect of auditory stimuli on family firms' ability to build a family business brand.…”

“…Radio is considered an effective platform for creating images of the consumer mind, as the human brain can synthesize signals, catalog them, and coordinate them (Lezama‐Espinosa & Hernandez‐Montiel, 2020; Wang et al, 2022). This platform allows the use of different forms of audio branding such as audio logos, claim sounds, commercial songs, jingles, brand songs, brand voices, and product sounds (Barrio Fraile et al, 2021; Rodero & Larrea, 2020; Rodriguez et al, 2022). Accordingly, radio ad messages have great potential to provide meaning and recognition to all types of organizations (Barrio Fraile et al, 2021).…”

“…This platform allows the use of different forms of audio branding such as audio logos, claim sounds, commercial songs, jingles, brand songs, brand voices, and product sounds (Barrio Fraile et al, 2021; Rodero & Larrea, 2020; Rodriguez et al, 2022). Accordingly, radio ad messages have great potential to provide meaning and recognition to all types of organizations (Barrio Fraile et al, 2021). This would enhance a family firm's ability to relate its image to positive perceptions and shape a positive attitude toward the firm.…”