The Importance of Taglines and Jingles in Advertising

Oct 13, 2025 by wbrum.org 108 views

The Effect of Tagline and Advertising Jingle on the Formation of Brand Awareness: A Study of Oreo Ads in Medan City

Introduction

In today's fast-paced and highly competitive business landscape, companies are constantly seeking innovative ways to promote their products and services. One effective strategy is through the use of advertising taglines and jingles, which can help create a lasting impression on consumers and increase brand awareness. This study aims to explore the impact of taglines and jingles on brand awareness, using the Oreo ads as a case study in Medan City.

The Importance of Taglines and Jingles in Advertising

Taglines and jingles are creative elements in advertising that can help capture the attention of consumers and make a brand more memorable. A well-crafted tagline can convey the unique value proposition of a product or service, while a catchy jingle can stick in the minds of consumers and become synonymous with the brand. In the case of Oreo, the tagline "Full of Miracles" and the jingle "Imagine I Give Oreo" are designed to evoke emotions and create a positive association with the brand.

Research Methodology

This study involved a sample of 96 respondents from Medan City, who were chosen using the probability sampling method. The analysis method applied in this study is quantitative, including the validity test, reliability test, and multiple linear regression analysis. The hypothesis test was carried out using t-test, F test, and the coefficient of determination (R²). Data that meet the requirements were tested and processed using SPSS version 23 software, resulting in the following regression equations:

${ Y = 9,067 + 0.231x_1 + 0.177x_2 }$

Where:

${ y }$ = brand awareness
${ x_1 }$ = tagline
${ x_2 }$ = jingle

Results and Discussion

The analysis results show that both taglines and jingles have a positive and significant influence on brand awareness. This is evidenced through hypothesis testing, which shows that consumer perception and information processing have a significant impact. The R value of 0.515 indicates a strong enough relationship between the tagline and jingle variables and brand awareness, with a contribution of 51.5%. This suggests that creative elements in advertising, such as taglines and jingles, can affect the way consumers recognize and remember the brand.

Analysis of the Relationship between Variables

The coefficient of determination (R²) of 0.265 shows that only 26.5% of variations in brand awareness can be explained by the tagline and jingle. Meanwhile, the remaining 73.5% is influenced by other variables that are not examined in this study. This indicates the importance of other factors, such as product quality, consumer experience, and marketing strategies, which also contribute to brand awareness.

Conclusion

This study confirms that the tagline and jingle have a significant influence on the formation of brand awareness, especially in the context of Oreo advertisements in Medan City. Thus, companies need to consider these creative elements in their marketing strategies to improve brand memory in the minds of consumers. Arranging attractive taglines and jingles that are easy to remember can be a strategic step to strengthen the position of the brand in an increasingly competitive market.

Implications for Marketing Strategies

The findings of this study have several implications for marketing strategies. Firstly, companies should invest in creating memorable and catchy taglines and jingles that can help create a lasting impression on consumers. Secondly, companies should consider the importance of other factors, such as product quality, consumer experience, and marketing strategies, which can also contribute to brand awareness. Finally, companies should use a combination of quantitative and qualitative methods to measure the effectiveness of their marketing strategies and make data-driven decisions.

Limitations of the Study

This study has several limitations. Firstly, the sample size is relatively small, which may limit the generalizability of the findings. Secondly, the study only examines the impact of taglines and jingles on brand awareness, and does not consider other factors that may influence brand awareness. Finally, the study only uses a single case study, which may limit the applicability of the findings to other contexts.

Future Research Directions

Future research should aim to build on the findings of this study by examining the impact of taglines and jingles on brand awareness in different contexts. Additionally, future research should consider the importance of other factors, such as product quality, consumer experience, and marketing strategies, which can also contribute to brand awareness. Finally, future research should use a combination of quantitative and qualitative methods to measure the effectiveness of marketing strategies and make data-driven decisions.

References

[List of references cited in the study]

Appendix

[Appendix materials, such as additional tables and figures, that support the findings of the study]
Q&A: The Effect of Tagline and Advertising Jingle on the Formation of Brand Awareness

Introduction

In our previous article, we explored the impact of taglines and jingles on brand awareness, using the Oreo ads as a case study in Medan City. In this Q&A article, we will answer some of the most frequently asked questions about the study and its findings.

Q: What is the significance of this study?

A: This study is significant because it highlights the importance of creative elements in advertising, such as taglines and jingles, in creating brand awareness. The findings of this study can help companies develop effective marketing strategies that can increase brand recognition and loyalty.

Q: How did you collect the data for this study?

A: We collected data from a sample of 96 respondents from Medan City, using the probability sampling method. The respondents were asked to complete a survey that measured their perception of the Oreo brand and its advertising tagline and jingle.

Q: What was the main finding of this study?

A: The main finding of this study was that both taglines and jingles have a positive and significant influence on brand awareness. This is evidenced through hypothesis testing, which shows that consumer perception and information processing have a significant impact.

Q: What is the relationship between the tagline and jingle variables and brand awareness?

A: The R value of 0.515 indicates a strong enough relationship between the tagline and jingle variables and brand awareness, with a contribution of 51.5%. This suggests that creative elements in advertising, such as taglines and jingles, can affect the way consumers recognize and remember the brand.

Q: What are the limitations of this study?

A: This study has several limitations. Firstly, the sample size is relatively small, which may limit the generalizability of the findings. Secondly, the study only examines the impact of taglines and jingles on brand awareness, and does not consider other factors that may influence brand awareness. Finally, the study only uses a single case study, which may limit the applicability of the findings to other contexts.

Q: What are the implications of this study for marketing strategies?

A: The findings of this study have several implications for marketing strategies. Firstly, companies should invest in creating memorable and catchy taglines and jingles that can help create a lasting impression on consumers. Secondly, companies should consider the importance of other factors, such as product quality, consumer experience, and marketing strategies, which can also contribute to brand awareness. Finally, companies should use a combination of quantitative and qualitative methods to measure the effectiveness of their marketing strategies and make data-driven decisions.

Q: What are the future research directions for this study?

A: Future research should aim to build on the findings of this study by examining the impact of taglines and jingles on brand awareness in different contexts. Additionally, future research should consider the importance of other factors, such as product quality, consumer experience, and marketing strategies, which can also contribute to brand awareness. Finally, future research should use a combination of quantitative and qualitative methods to measure the effectiveness of marketing strategies and make data-driven decisions.

Q: How can companies apply the findings of this study to their marketing strategies?

A: Companies can apply the findings of this study by investing in creating memorable and catchy taglines and jingles that can help create a lasting impression on consumers. They should also consider the importance of other factors, such as product quality, consumer experience, and marketing strategies, which can also contribute to brand awareness. Finally, companies should use a combination of quantitative and qualitative methods to measure the effectiveness of their marketing strategies and make data-driven decisions.

Conclusion

In conclusion, this Q&A article has provided answers to some of the most frequently asked questions about the study and its findings. The study highlights the importance of creative elements in advertising, such as taglines and jingles, in creating brand awareness. The findings of this study can help companies develop effective marketing strategies that can increase brand recognition and loyalty.