Marketers of everything from hair care to beverage brands are using music to target specific demographic groups, ranging from kids to boomers. Some are simply developing catchy jingles, while others are using integrated approaches involving the Internet, customized compact discs and branded concert tours. "Music helps people remember the message," said Dave DeCecco, spokesman, PepsiCo., Purchase, N.Y., which strengthened its use of music about three years ago. "If they're singing [a jingle] ...
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