Posted in Marketing and Strategy Terms, Total Reads: 352
Definition: Sound Bite
A sound bite is a short clip of music or speech which is extracted from a longer piece of audio, and is used to generate interest in the full length piece. In a highly dynamic marketplace, marketers have only nine seconds to make an impression on the minds of people. So, sound bites play an important role in capturing the essence of what the brand message is saying. Such key moments stand out better in the audience's memory and represent the entire message or conversation.
Creating a distinct and catch sound bite in order to differentiate it from all the other sound bites present in the marketing space can be called ‘smart marketing’. Technology and the Internet have expanded the already existing concept of taglines to sound bites. The best way to ensure that an advertising message is conveyed to the audience is to craft a catchy sound bite that they can recall and repeat. For this, marketers should look for repeatable phrases and catchy tunes, keep the message consistent in all media vehicles used and ask customers to describe the brand for inspiration. The three elements of any good sound bite are: analogy, brevity and polish.
However, the concept of sound bites is more prominently used in journalism and politics than in marketing. A classic example is “And so, my fellow Americans: ask not what your country can do for you, ask what you can do for your country.” by John F. Kennedy at his Inauguration address in January, 1961.