P&G uses music advertising to attain strong brand recall

In its quest to get the prime attention of the consumers to patronize a particular brand, amid the very competitive environment, Procter & Gamble Philippines (P&G) has found an effective way to achieve high brand recall for its products.

Johnip Go Cua chief executive officer (CEO) of P&G Philippines said that the company's new music marketing advertising such as the "Rejoice shampoo-Sumunod sa Galaw," and Pamper's jingle have effective recall to consumers.

Cua said the new dimension to advertising is developing a jingle for a particular product that will also be used as advertising material for TV and Radio.

"Today, advertising should be more entertaining, music marketing is one of the effective tools to effectively push a brand," he said.

Every day, a Filipino consumer is met with at least 3,000 advertising materials, in different forms or shape. What is important for companies now days to make those advertising tools as effective as it should, in order to get the Return of Investment (ROI).

Music advertising does not limit the exposure of a product in a particular time slot. Although, if placed in a 15-seconder advertising slot on TV, it will not be applicable, but there are a lot of channels in which music advertising can be taken advantage of.

Music advertising can be played on radio stations, and consumers can have options to play in their homes or cars, just like any entertaining music material.

He said advertising material, doesn't have to be hard sell, but it may come in different forms, such as music.

"Marketers should take every opportunity to sell their products," he said adding that distributing VCD or CD album for music advertising materials to clients are as much effective as distributing brochures of leaflets.

Although the investment for creating music advertising is more expensive, he said.

"We do not really know how to measure advertising, especially for outdoor materials. The challenge here is for the measurement agencies to find ways how to measure the ROI of marketing," he said.

Every month, companies are spending millions of pesos to push their products to the market through a tri-medial advertising campaign, including those other channels, such as events, among others.

P&G for instance, is one of the high advertising spenders in the country in pushing each of its consumer product to the market.

Reportedly in the Philippines, companies must establish strongly its brand in the market, as Filipino consumers are in nature "brand conscious,-" although, this rule applies in the general consumer preference worldwide.