Television, or other visual advertisements, featuring music ( jingles, songs or memorable melodies ) generates and sustains ideas. These ideas remain in the minds of television viewers long after the span of the advertising campaign. Music from these campaigns can take on a life of their own and may even become long-lasting elements in pop-culture history. The right choice of music by clever advertisers is one of the most powerful tools to provoke the deepest connection with the brand or product to the demographic to whom the campaign appears.