The basics of marketing involve STP (Segmenting, Targeting & Positioning). Out of these building blocks, positioning is at the heart of any marketing strategy. The best way to communicate your positioning to customers is advertising.
Advertising takes many forms and has a lot of dimensions. One such dimension is Needledrop. Linda Scott describes it as “An occupational term common to advertising agencies and the music industry. It refers to music that is prefabricated, multipurpose, and highly conventional. It is, in that sense, the musical equivalent of stock photos, clip art, or canned copy. It is dropped into a commercial or film when a particular normative effect is desired. ”
The term may appear new to you, but I am sure the meaning is familiar. Let me exemplify the concept. Do you recall any brand that you could relate to a specific tune? I hope you can recollect Airtel advertisement featuring A.R.Rahman and his beautiful composition that is more of secondary brand association for Airtel.
This is a classic example of needlepoint. I would link needpoint to another great concept in my upcoming posts.
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