Marketing and all things related

Quick—can you pitch your brand in one second? (Can you pronounce your brand in one second?) Well, get ready because Clear Channel Communications is considering a new one-second ad spot called the “Blink.” The idea may not be as far-fetched as you think. Clear Channel demonstrated the concept by using one-second sound bites of the McDonald’s jingle "I’m lovin’ it” sandwiched between popular hip hop songs. Another Blink sample included a car horn and the spoken word “mini” for the BMW Mini Cooper. The technique is called audio mnemonics. Think the NBC bells or the Intel Chime. One second-spots can reinforce known brands, but obvious not build new ones. There are downsides, naturally. Advertisers are not sure what frequency is required for the Blinks to register. Oh, and single Blinks would only be a second, it is doubtful that Clear Channel stations can prove the spots actually aired. Advertising Age has more (free registration required.) Marketing Blurb says make every second count.