Hi Martin!
I found the following articles which I believe address most of these issues:
"The peculiar thing about 'Dick O Dum Dum', well, one of the peculiar
things about 'Dick O Dum Dum', is that parts of it sound very like the
Intel Pentium jingle that is played somewhere around the world once
every five seconds. (It was registered as the audio equivalent of a
trade mark in 2000.) In fact, having mentioned Intel, we now have to
play it. ( D flat, d flat, g flat, d flat, a flat.)
The jingle is the work of an Austrian, Walter Werzowa, who you might
know as the soundtrack composer of Mimic 2. I bet you didn't know that
he was also in Edelweiss, the group who in the late Eighties in
idiotic alpine isolation introduced the micro minor sub genre of disco
yodelling with 'Bring Me Edelweiss', a strangulated combination of
Abba's 'SOS' and saturated kitschness that caused the people of the
Isle of Man to chew off their third leg. As a form of punishment for
'Edelweiss,' Walter got paid a fixed fee for his Intel design, and
doesn't get a royalty every time the jingle is jingled. (D flat, d
flat, g flat, d flat, a flat.)"
http://observer.guardian.co.uk/omm/story/0,13887,1065522,00.html
(see paragraph 3 & 4)
"I enjoyed reading Laura Kaufman's Los Angeles Times profile of Walter
Werzowa, the Austrian-born, L.A.-based jingle writer whose ubiquitous
five-tone audio 'signature' for Intel Corp. is familiar to every human
with a television.
Assigned to evoke 'innovation, trouble-shooting skills and the inside
of a computer' in a few short notes, Werzowa came up with an audio
'sparkle' of more than 20 blended sounds (including a tambourine, an
anvil and an electric spark), followed by four notes patterned after
the syllables of the company's 'Intel Inside' slogan.
The jingle has been used in Intel ads and in those for computers
containing Intel chips. '[I]f I would have kept the copyright [to the
audio mark], I'd be a millionaire right now,' says Werzowa.
Can't get enough of those Intel ads? View 'em here."
http://www.ojr.org/ojr/spike/1032518989.php
(scroll down to "THE SOUND OF INTEL)
"Intel Inside Logo" [Computer micro-chips]
music by Walter Werzowa;
[Creation date 1994; this 4-note logo is not found listed
in copyright files yet; composer credit from article in
the "National Enquirer" magazine, issue of March 20, 2001.]"
http://www.classicthemes.com/50sTVThemes/thoseOldJingles.html
(bottom paragraph)
"The company has been extremely successful in branding its processors
and is hoping that lightning will strike again with its Centrino brand
for laptops, which it is backing with a $300 million marketing
campaign.
Intel's past marketing efforts helped establish the company as the
leader in the PC chip business, in part by subsidizing the costs of
each PC manufacturer's advertisements if the manufacturer used the
right Intel logo and Intel's familiar jingle.
Those payments were part of the company's "Intel Inside" program,
which started in 1991 and heralded Intel's aggressive marketing
efforts to convince consumers that buying a computer with an Intel
processor would mean advanced processing capabilities. In 1999, Intel
also spent about US$300 million to promote its Pentium III chip. "
http://www.zdnet.com.au/reviews/coolgear/pda/story/0,2000023548,20275210,00.htm
"Intel - The Component Branding Saga Case Folio, January - 2003"
"[..]TV provided Intel the right platform to effectively communicate
the Intel Inside program's message to consumers. Intel's colorful TV
advertisement which displayed the Intel logo, accompanied by a
distinctive and catchy jingle which were together known as the
signature ID audio-visual logo. With this advertisement, Intel was
reportedly able to build a distinctive and positive image in the minds
of consumers the world over.
Intel had a series of high profile launches for its new chips over the
next couple of years. PentiumŪ and PentiumŪ Pro were launched in 1993
and 1994 respectively. The company had now decided to use names
instead numbers for its microprocessors (the word Pentium was derived
from a Greek word meaning five). In the meantime Intel's investment in
marketing seemed to have paid off. A company research revealed that
while only 24% of European PC buyers had been familiar with the Intel
Inside logo in late 1991, the figure increased to nearly 80% in 1992
and 94% in 1995."
http://219.142.37.181/tsinghuamba/info/pre_reading_3/Intel%20-%20The%20component%20branding%20Saga.doc
"Intel jingle starts second decade"
The Business Journal - May 8, 2001
http://www.bizjournals.com/phoenix/stories/2001/05/07/daily25.html
"Hitting a sour note with consumers"
Today?s intrusive audio logos feel like afterthoughts compared with past classics
From Marketing Online, February 12, 2001
http://www.biggeworld.com/archive/audiologo.html
Katrina Perekrestenko Senior Thesis: Research Paper
"[..]In fact studies have shown that only 7 % of consumers could
remember the brand from a commercial seen just 4 minutes before"[..]
http://www.creativebreath.com/writings/research1.pdf
(bottom of page 6)
I hope this information is satisfactory!
Before rating answer, feel free to ask if anything is unclear, and
I'll be happy to assist!
regards,
JACKBURTON-ga
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Search terms:
"audio watermark" OR soundmark OR "audio signature" "intel inside"
"intel inside" OR "intel pentium" OR intel jingle research
research "company "jingles"
"remeber jingles"
research remembrance OR remember jingles"
advertising OR adverts statistics research remembrance OR "remember jingles" |
