Although the internet has vastly widened the advertising landscape, many big brands still rely heavily on broadcast TV commercials. The majority of TV shows feature highly competitive music spots. As such, it can be challenging to get your music on such commercials. Below is a look at the process involved in selecting a song for a commercial and tips to increase your chances of your music track being selected.
The Journey of a Song in Advertising
The TV and film industries are laden with gatekeepers who determine which type of music and whose music to use in commercials, feature films, and other types of productions. The music selection process is also similar for the video game and trailer industries.
In any project, the music supervisor or creative director is often tasked with finding suitable music. It could be sound effects, custom music, popular songs from different genres such as hip hop, pop music, country, etc., or instrumental versions of the songs. Seeing as music is core to the project, the choice has to be perfect, otherwise, the entire project may fall flat.
At any point, the music supervisors are presented with hundreds of options to choose from, including music samples from an independent musician pool, agencies, music publishers, a music licensing company, and labels, among others. They may also receive suggestions from senior members of the production or editing team.
They spend a lot of time listening to the various options presented to them. They may also work with third-party music licensors to help them narrow down their search to a few options to ensure quality control.
The few remaining options are scrutinized by various members of the team to establish the final pick. It is tested and incorporated into the project accordingly. The music supervisor also has to vet the selections to make sure they would be able to clear the budget and terms the brand or client would need, so it is a multilayered process.
Tips for Increasing Your Chances of Getting Your Music on a Commercial
Gaining music spots on commercials is a highly competitive undertaking and understandably so. The exact payment to the singer-songwriter or publisher varies depending on various factors, but on average it ranges between five to six figures plus backend royalties for every spot that the commercial plays.
Getting your music on a commercial is not only a boost to your income but also sets you up for success in your music career and can give your music massive exposure. A good tip is to partner with a 3rd party licensing company that already has numerous connections to help represent and pitch your material. Below are six tips to help you get your music on a commercial:
1. Produce High-Quality Music
This may seem obvious, but you need to pay attention to the quality of your music. Remember what you may deem quality, may not be considered of high quality by creative directors and music supervisors.
It is important that you invest in professional-level composing, mastering, and mixing to ensure that you are creating music that is on par with commercial production standards. This way, if your music gets discovered or short-listed, you have a better chance of getting to the final selection stages.
Also, your instrumental version of the given song or track should be of high quality. While some projects require an actual song, others require the instrumental. Therefore, if you qualify for sync licensing, the instruments should be able to carry the scene.
Ultimately, the song should have dynamic productions. It should enable the creative director and editor to make cuts without compromising the quality of the music. The instrumentals should provide an elaborate soundscape that builds, drops, and picks up momentum as need be. Of course the creative needs of any given commercial will vary.
2. Determine If Your Song is Good for a Particular Project
Before you submit your music to a creative director or music supervisor, you must understand the type of project you are pitching for. Is it a TV commercial, film, or ad? What vibe are they looking for? Are there specifics on the production dynamics or lyrics? If you partner with a licensing company to represent your music, they can usually help steer you.
You should do thorough research before you send in your music, otherwise, you will be spinning your wheels. If you get a heads up about the project in good time, you can create new music specifically for that project and customize it to suit the requirements.
Platforms such as ispot.tv and tunefind are great places to start your research. They have a catalog of various commercials for different brands. You can also search for ad playlists on YouTube. Take some time to study the commercials and the type of music used for the different brands. As for TV shows, check the music used on each episode, season by season.
3. Network Extensively
Like in most industries, your network plays a huge role in your ability to access opportunities. It is important that you continuously make connections with various industry players. Network with music supervisors and creative directors as well as other stakeholders.
The wider your network, the higher the chances of being referred or headhunted for a commercial. It also gives you access to the key decision-makers enabling you to bypass gatekeepers for you to pitch your music for a commercial, TV show, or film.
4. License Your Music
Another strategy to get in front of the right people is to partner with an established licensing company as they come with a built-in network of clients. Score a Score is one of the top music dealers for TV commercials
5. Build a Strong Digital Presence
Aside from the quality of your music and its compatibility with a given project, the size of your existing audience can determine whether your music is selected for a commercial.
Some music supervisors are keen to work with a musician who already has a large following, as it enables them to tap into it for their project. Besides, marketers, scouts, and other music industry leaders search various online platforms to identify musicians to work with. You can build your audience in a variety of ways, including;
Music streaming platforms such as Spotify, Apple Music, and Pandora
Social media outlets like Facebook, Instagram, Twitter, Snapchat, and YouTube
Creating a website with your profile and music samples
6. Create an Elaborate Press Kit for Your Music
Sending a prospective client a link to your music on YouTube, Spotify, or SoundCloud may not be enough to make a good first impression. Packaging yourself with a press kit will help you stand out and come across as professional and serious about your work. It also provides the client with all the essential information they should know about you preventing unnecessary back and forth.
The press kit should contain information about your music license history, style of music, music samples, biography, relevant promotional photos, and contact details. It should also have links to your social media pages and music library on streaming sites.
If you have press clips, such as media interviews, live performances, or videos of engagement with fans, provide relevant links. They help to establish your legitimacy. You can host your press kit on your website or a resume/portfolio website.
That’s a Wrap!
There is no doubt that earning music spots in commercials is highly competitive. You need to produce high-quality music that will be compatible with target brands or films. Take measures to get in front of the decision-makers either through networking, license partners, and/or having a strong social media presence. Finally, ensure you have a press kit ready to submit when pitching.
Like most people, you have that one jingle that has become your earworm. It gets stuck in your head and keeps playing, or, as soon as you hear it you can’t help but sing along. Although ad jingles have become less popular more recently, they are still effective. Below is a look at eight reasons why jingle marketing is a powerful tool for advertising.
8 Reasons Why Jingles are Powerful in Advertising
1. A Jingle Can Become a Major Brand Element
Some brands have become synonymous with their jingles. As soon as the jingle begins to play, the audience thinks of the brand. Or, when they hear of the brand they think about the jingle. Some of the most famous jingles are for McDonald’s, Band-Aid, Kit Kat, State Farm, and Toys R Us. As soon as the catchy tunes start playing, listeners immediately recognize the brand.
One of the main goals of branding is to improve brand recognition. Jingles do an excellent job of creating awareness and improving brand identity. You can also use them to improve the recognition of your other brand elements. For example, when used on TV commercials, ensure that the video content features your name, colors, phone number, and logo. You can also incorporate your brand’s slogans and taglines in the jingle. When customers see your other brand elements in various marketing and advertising materials, they can easily recognize your brand.
2. They Promote Word of Mouth Marketing
Jingles are like a good song. As soon as you hear it, you want to tell your friends and family about it. The song may even come up in random conversations. Similarly, you may find yourself humming or singing the jingle around other people.
3. They are Memorable
Jingles are lighthearted and warm. They create an immediate connection with the listeners. They are fun and easy to listen to with rhymes in the lyrics and pitch patterns that enable them to be encoded in the brain easily. As a result, they become embedded in your subconscious. It’s no wonder they keep popping up in mind when least expected. This also explains why people can remember a jingle that they heard more than half a century ago.
4. They Enhance Brand Recall
Since jingles are memorable, they make it easy for customers to remember your business. A good jingle should define clearly what your business offers. Therefore, when they are ready to buy, your brand is top of mind. Ultimately, memorable jingles improve customer acquisition and enhance customer loyalty.
5. They are Attention-Grabbing
In a world of information overload, marketers have to work harder to grab the attention of potential customers. Jingles are one of the most effective marketing tools to accomplish this goal. They are more effective, particularly in this era of information and sensory overload. As long as a jingle is well-written and produced, it is bound to catch your target audience’s attention. It can produce intense emotional and mental stimuli in the listeners.
6. They Can be Used on Different Media
The advertising landscape has changed greatly since the birth of the internet. Earlier on in the digital era, radio and TV were the main media for electronic advertising. Many people relied on TV and radio to get access to information and advertisers were keen to leverage captive audiences on both media to increase brand awareness and drive sales.
Media consumption patterns have since changed. Fewer people now rely on radio and TV as their primary sources of information. More people rely on various platforms on the internet to get information. Also, there is a significant increase in on-demand media consumption.
According to a Quality Logo survey, 63.1% of people watch jingles on TV. Radio jingles come third on the list, with streaming platforms such as YouTube and Hulu being the second most popular media for jingles. People also watch jingles as pop-up ads on websites and browsers, music streaming platforms such as Spotify and Pandora, gaming apps, as well as in-app ads.
One of the top benefits of jingle marketing is that it can be used across the board on various electronic media. They are still effective on radio and TV but they can also be used across various social media platforms including Facebook, Twitter, TikTok, Instagram, and YouTube.
Besides, social media offers the potential for virality. If your jingle is interesting enough, it can be shared and viewed up to millions of times, which broadens your brand reach and awareness. When this happens, it increases your ROI exponentially. For instance, Nationwide has produced several jingles over the years. Their collaboration with Brad Paisley in 2019, is one of their most popular jingles across all media. It has over 9.2 million views on YouTube.
7. They Help Your Brand Stand Apart from the Competition
As is the case in most industries, your brand is most likely one among many others. As such, customers have numerous options to choose from when buying. If a customer is not aware of your business, they cannot buy from you. In the cases when they are aware of your business, they have to have a good first impression to consider your brand when making a purchase.
Jingle marketing can help you stand out among your competitors. Jingles can be used to present your brand personality as likable, interesting, and relatable. They are a unique way to differentiate yourself from your competitors.
8. They are Cost-Effective
Although Fortune 500 companies often splurge on jingle marketing, you don’t have to spend all your company’s revenue on making a jingle for it to be successful. The key is to hire a professional composer who can also help write and sing lyrics (or works alongside someone who does) and your marketing team to come up with jingles that suit your advertising goals. An advertising jingle can constitute catchy tunes such as popular songs or custom tunes. Jingles are cost-effective in that you can use them on a variety of media for a long time. If need be, simple updates can refresh your jingle and continue to wow potential customers.
That’s a Wrap!
Jingle marketing has stood the test of time. Although the pattern of media consumption has changed over the years, they are still effective advertising and marketing tools. Jingles are catchy and memorable. They can be used to achieve various marketing goals including building awareness, driving brand recognition and recall, and increasing sales. They can be used on both traditional electronic media and various online platforms.
The main key to success in jingle marketing is to work with a professional to produce a jingle that scores high. Adhere to the principles of repetition, consistency, and frequency to optimize advertising efficiency.
There is an immeasurable number of composers who can be hard to find. Not from any fault of their own, but because it is sometimes difficult for film and TV composers to market themselves and their talents within an opaque industry. With a film and TV composer agency, composers get help to find work, and production companies are able to gain great talent for their projects. It’s a win-win for the film and TV industry.
What Does a Film & TV Composer Agency Do?
A film and TV composer agency locates composers, songwriters, and other musical talent to create a roster of composers that a film and television music supervisor can choose from when they need to choose music to add to their production.
A film and TV composer agency will take music talent with experience in film, television, or video games and share a reel or database that directors, producers, and music supervisors can sample to determine which composer they want to use.
A film and TV composer agent is ideal for composers who have not had much exposure and is a great way for composers to gain experience and create a portfolio of pieces that they have created for various films, television, and video games.
Not only does this help the composer gain experience in the music industry, but it also helps them form a reputation and become a more desirable candidate for employment with various directors, producers, and music supervisors for film, TV, ad, and video game composition.
Why Use a Film & TV Composer Agency?
A film and TV composer agency will showcase the artists’ work, including film scores and film music that you have created for various visual media.
The film and TV composer agency will highlight all of your credits in film, television, ads, and video games, but it doesn’t stop there. The agency will also include a biography of each composer in its roster of composers. The biography will include information about the composers themselves, including their work history and what genres the composers focus on.
A film and TV composer agent can secure work faster for a composer. What can take years of networking, advertising, and marketing can be done in a few months using an agency.
How to Become a Successful Composer Using a Film & TV Composer Agency
A composer doesn’t need to limit themselves to just one genre. You can work on a broad range of musical styles and genres. Composers should take advantage of as many opportunities as they can across different media types to find what they’re best at and what they enjoy the most.
That’s a Wrap!
At Score a Score, we know how important it is for composers to gain experience and be noticed and recognized. Using a film and TV composer agency can help kickstart your career.
Sound design is the process of recording, editing, and mixing various sound elements and musical pieces for all types of visual media, including in a feature film, television, advertisements, video games, and live performances, like theater. For sound design to work, a sound designer and sound design team must know a variety of sound techniques and elements and when to use them. Sound design is music, sound effects, or both that are combined and manipulated to create a sound design element. The sound design element plays a significant role in the audio production of a specific scene of a movie, TV show, play, advertisement, or trailer.
Sound Design Elements
There are five different sound design elements. It is important to know what these five sound design elements are, what role they play in visual media, and when to use them.
Ambiance
The ambiance is background noise that matches the scene. An example of ambiance includes crickets chirping in the background in the forest at night.
Foley Sounds
Foley sounds are added audio elements that make scenes more realistic. A foley artist takes what is happening in the scene and adds a louder sound effect to help enhance the scene. An example of foley sounds includes a sword being drawn from a sheath.
While drawing a sword from a sheath creates a natural sound, a foley artist uses a foley sound to make that specific sound louder and stand out in the scene.
Audio Effects
Audio effects are sounds that a sound designer creates to represent a specific action that can’t be naturally heard in real life. An example of an audio effect includes dinosaur sounds or alien creatures.
Voice-Over
A sound designer will use a narrator’s voice to speak to the audience about what is happening, what the character is thinking, or how the character is feeling. The narrator can be the main character’s voice or someone entirely different who is unseen.
Music
Sound technicians and designers use music to set the movie’s tone to let the audience know how to feel at various scenes of the movie, TV show, or advertisement.
What Does a Sound Designer Do?
A sound designer and a sound design team will meet with directors and producers, create sound effects and music through sound editing and mixing, and help lead the sound design team to perform specific job duties.
Meet with Directors and Producers
When a sound designer and a sound design team are brought in to do the sound design work of a television, film, or advertising production, their first step is to study the script of the production. This will help them understand the different emotions, tones, and feelings that will come from the production to determine what music and audio elements will work best.
The directors and producers may have their own ideas and visions for some of the music and sound effects they want to have included in the production. Because of this, the sound designer and sound design team need to meet with the directors and producers to make sure they include important elements in the music and sound effects of the production that the directors and producers want to have included.
Determine the Budget
Once the sound designer has met with the directors and producers during pre-production, the sound designer will determine the budget for the production. The budget will cover the following expenses:
● Sound production including recording, editing, and mixing
Create Sound Effects
Many techniques go into the sound design process. A sound designer may use pre-existing sounds, original sounds, or a combination of both. Then, the sound designer will edit the sounds and synchronize them to match the visualizations. The sounds will be cut and mixed to get the best results.
Lead the Sound Design Team
A sound designer will be responsible for leading the sound design team. The sound design team will consist of various positions, including Foley artists, audio engineers, dialogue editors, music editors, and various other roles. Each member of the sound design team will have an important part in the overall sound design of a production.
The sound design team will be responsible for setting up the sound playback equipment to ensure it works properly during production. They will also make sure the soundboard operator is properly trained. The last thing the sound design team will want to have happen is the equipment or soundboard operator to fail during recording.
Once production has finished, the sound design team will need to take the audio files and match them to the visuals. The team will need to be familiar with video editing software to ensure the music or voice-over matches the visuals.
How to Design Unique Sounds
The difference between good video production and great video production can lie in the sounds that are used. To create unique sounds, a sound designer will need to know the best pre-existing sound effects to use; otherwise, they will need to make their own. A sound designer can make unique sounds through synthesizers and audio software.
One of the best ways to design unique sounds is through testing, especially if you’re trying to create foley sounds or certain audio effects that can’t be found loudly or even exist at all in real life.
When the film Jurassic Park was produced, the sound designer had to use sounds in real life to determine what a dinosaur should sound like. Sound designers used the sounds of dolphins, geese, and horses to replicate the sound of dinosaurs running and calling out.
Some of the best unique sounds that have been used in iconic movies didn’t come from the animal or object they were representing, but instead, something completely different and unexpected. A great sound designer will know how to use various objects to create the exact sound they’re looking for.
Designing Sounds for Sci-fi, Fantasy, and Horror
This is typically the most difficult genre for a sound designer to create unique and original pieces for. Sci-fi, fantasy, and horror productions often include many scenes and elements that can’t be heard in real life.
Often, many elements have to be put together to create one fluid piece. This means that a sound designer would have to line up all of the sound files to match the visual elements in the production. Background ambiance is often included in horror and Sci-Fi productions to help set the scene. This can include eerie instrumental music or rustling leaves in a dark forest.
The sound design team will need to know when to use music or sound effects and when not to. The team will need to be able to marry soundscapes, music, or sound effects with the visual media so that the scene is natural and fits together.
A horror scene can be set by adding soundscapes at the right time. The soundscapes shouldn’t take anything away from the visual but instead add to it. After all, the overall goal of a sound design team is to help encourage the audience to feel or react a certain way.
When adding soundscapes, sound effects, or music to horror, fantasy, or Sci-Fi production, the audience will get a better direction of how to feel at different times during the movie or TV show.
How to Become a Sound Designer
It takes training and experience to become a sound designer. A degree isn’t required to become a sound designer. Instead, it’s recommended to get training at a theater, film school, or production studio as an intern or work-study.
You will need to put your education and training to work by creating a sound library to showcase your work. You can work as a freelancer or join online sound design communities to find work.
You will likely have to take small jobs before the bigger opportunities come along for creative sound design. We recommend becoming involved in sound design during the post-production phase so that you can focus on placing the right audio in the right places of the production.
Becoming a member of a sound design team or sound design program will help you work your way to the top to becoming a sound designer in music production.
Final Thoughts
What is sound design? Well, sound design requires a skill set of creativity and organization. Often, a sound designer will have to create unique musical pieces or sound effects instead of using pre-existing music. This makes creativity an important qualification to have if you want to go into sound design.
It’s important to remember that you may have to become a member of the sound design team before becoming a sound designer. The sound design team will work in various audio workstations to focus on their specific job for the TV, film, or theater production. Each job that the design team performs is important for the sound design to be successful.
The sound design and audio production in TV, film, or theater can include all five of the sound design elements, so it’s important to understand what the different sound design elements are and how they are used.
Movies, television, video games, and advertisements all use music to provide the audience with a memorable experience. To ensure the audience receives the best experience, the music will need to be carefully and strategically chosen by someone who has knowledge of music placement, music licensing, and the overall importance that music plays in the production.
What is a Music Supervisor?
A music supervisor is the leader of the music department in a production. A music supervisor will have many roles and responsibilities; often, delegating the duties to various members of the music supervision team.
A music supervisor will manage all aspects of the production that involve music. This includes musical credits, music licensing, cue sheet maintenance and tracking, and many more responsibilities.
The Responsibilities of a Music Supervisor
Meet with Directors and Producers
A music supervisor will need to meet with the directors and producers to better understand their ideas and visions of the production. During these meetings, the music supervisor will offer their professional opinion and expertise on how music will contribute to the experience they are entrusted with directing and producing, as well as what will be possible with the production’s music budget.
Review the Visual Media
The music supervisor will review the visual media and combine it with the director, creative team, and producer’s vision to help determine what music will go best with the visual media.
When reviewing the visual media, the music supervisor will help determine what type of music should be added at the opening credits, during the most emotional scenes, and during the closing credits. Choosing the right music is key.
Determine All Costs and Licensing
A music supervisor must possess a network of musical talent, including artists, record labels, music publishers, and more to negotiate and secure music works between the hired talent and the production team. The music supervisor may choose pre-existing music or hire talent to create new songs or scores for the production.
A music supervisor must know the laws and regulations that come along with using musical elements in film and television production. This includes costs, music licensing, and royalties related to the music used in the visual media.
Distribute the Royalties
Royalties are an important part of the music supervisor’s roles and responsibilities. Royalties will need to be tracked accordingly so they can be distributed correctly. Cue sheets are used to track all of the songs played in the production.
The music supervisor will maintain the cue sheets to ensure that the writers’ and publishers’ royalties are distributed accordingly. Royalties are important because they are a payment to the artist or company that has provided the musical elements, so they will need to be correctly tracked and paid.
The Skills, Qualities, and Qualifications Needed to Become a Music Supervisor
A music supervisor should be knowledgeable, organized, and personable. Because so many meetings will need to occur between production teams, directors, musical talent, and synch reps, a music supervisor will need strong people skills to ensure that negotiations, contracts, and deals are successful.
Perhaps the most important qualification that a music supervisor should have is knowledge of music history and the music industry. This includes different types of music and different musical, and cultural backgrounds. This will ensure the music supervisor can help choose the music that most fits the production.
Final Thoughts
A music supervisor plays a vital role in the overall success of a television or film production along with the director and producer. Not only does the best music supervision company have to know the musical history and cultural backgrounds, but they will also have to know how to determine costs, contracts, and royalties associated with the music that is chosen.
Pay attention the next time an ad comes on TV. Do you hear background music that matches the type of ad being played? Now imagine if background music wasn’t added at all. Most commercials would sound like they were missing something, and they would be! They would be missing the vital background music that makes an ad captivating and engaging. That’s what makes advertising music so crucial to the TV ad. Music is crucial to advertising and branding, it plays a huge role in grabbing the audience’s attention and retaining it.
Advertising Background Music
Advertisements are typically for a product, service, or brand. Advertising background music is often upbeat, light, and has an overall happy tone to accompany what is being shown in the advertisement, but isn’t always limited to that. This applies to both products and services that are being advertised. The instruments used in ads often depend on the brand’s identity, the demographic they’re targeting and the specific thing they are advertising for. Think about what you’re advertising and add background music accordingly.
How to Choose the Right Music for Your Advertising Project
You’ve got an advertisement to create, now what? You’ll need to choose the tone and style of the advertisement, including how you want it to look and sound. Adding background music is imperative in making any advertisement successful. At Score a Score, we can help you find the perfect track.
What Message Do You Want the Advertisement to Deliver?
This should be the first question you ask yourself when choosing the right music for your ad. What story are you telling? Is there a conflict in the story that will be portrayed in the ad? Will the ad stay upbeat the entire time? The background music you choose generally should match the story being told, or can juxtapose it for comedic effect.
If a climax or conflict arises during the ad, the music can highlight that. The music doesn’t have to be extremely dramatic, but the tone or tempo can change slightly to let the target audience know about the change.
How Loud Should the Advertising Background Music Be?
Depending on the type of advertisement you’re creating will determine how loud your background music should be. If the advertisement is energetic or dramatic, you may want to choose background music that is louder or bolder to match the story being told in the ad. Not only will this grab the viewer’s attention, but it will also let them know the overall theme of the advertisement.
An advertisement that showcases a service or company will often be less dramatic and will need background music that simply supports the ad’s script. This could be light music that doesn’t take away from what the advertisement is selling or what the VO is saying. This type of background music keeps the service or company at the forefront of the ad while adding simplistic music that completes the story being told.
Why is Advertising Background Music important?
Music helps incite emotional responses, and emotions play a vital role in advertising, marketing, and sales. When emotions are ignited, people become personally connected to what has incited that emotion.
Background music that creates an emotional connection between the target audience and what’s being advertised can increase the audience’s chance of choosing to purchase that product, service, or brand. This is the overall primary goal of creating an ad. You want to reach as many people as possible and have them choose your product, service, or brand over the rest.
The music also helps reinforce the product, service, or brand being advertised. It is a subtle way to encourage viewers to trust what’s being advertised because of the music that matches in the background.
The music also plays an important role in telling the story. Background music will help you know how to feel when watching the ad. Even when you’re not watching the TV at the time the ad is being played, background music can grab an audience’s attention and redirect it to what’s being advertised.
The effect of advertising background is almost always subconscious for the viewer. The viewer is likely not directly thinking of the music when they’re watching the ad, yet the music is having an effect on them.
What if Advertisements Didn’t Have Any Music?
Commercials without any music could easily be unmemorable. It’s often the music that sets ads apart from the rest. In fact, it can be the song that first catches the audience’s attention rather than the commercial itself.
This is especially true in situations where the audience has lost interest in what they’re watching and has turned their attention to something else, like a phone or tablet instead of the TV. It’s when the ad begins playing background music that the audience can be captivated once again.
If ads didn’t have music, you might not know how to feel during the advertisement. Adding background music contributes to how well the overall tone and theme of the commercial are understood. Background music helps the audience know how to feel, or at minimum, directs them to a range of emotions that the advertiser wants them to feel about the advertising campaign.
How to Use Music in TV Ads
Adding background music to an ad needs to be done legally. You will need to obtain permission and a music license to use the song in a commercial. Music that is used without a license will subject you to copyright infringement. The best-case scenario for copyright infringement is having your ad blocked or muted. The worst-case scenario for copyright infringement is being sued.
Final Thoughts
Adding music to your commercial is essential. It will captivate your audience’s attention and incite an emotional response within them. This is important because it will help increase sales of the product, service, or brand being advertised, which will make the ad successful.
