Music in any advertisement is viewed as a potential peripheral cue that can be used to arouse the consumer’s emotional state positively. Researcher found out that the notion of central and peripheral processing indicate that peripheral cues such as music makes people have a positive attitude towards the advertisements, and therefore they can transfer that positive attitude to the brand. Music, when used in any advertisement, can be a persuasive tool that companies use to advertise their products. Those peripherals like music exert their greatest influence on the brand’s attitude in a low-involvement advertising setting.
Music has been an efficient and effective means to trigger moods and used in communicating non-verbally. It is, therefore,vital to note that music has become a major component of any consumer marketing and can be used for both points of purchase and advertising. Music has had many roles to play in the advertisement sector. And some of the roles that can be attributed to music are entertainment. Good music contributes to the effectiveness of an advertisement because it makes it more eye-catching.
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A good ad involves the attention of an audience and, therefore, a source of entertainment for them.Music also adds some Truckee and continuity in advertising when music is used in advertisement people tend to memorize the product more easily and therefore boosting the ability to like the product. In this paper, we are exploring more effects that music has brought in the advertising sector and what benefits music has on people and product promotion. Advertising wouldn’t be the same without music. After several studies researching the effects of music in advertising on consumer recall and emotion, it has been estimated that worldwide annual spending on music for advertisements could be in the billions of dollars Sakes, 2007).The 2007 article Evaluating Empirical Research into Music in Advertising: A Congruity Perspective provides one example of such extreme expenditures. Back when Windows 95 Was being advertised On television commercials in the asses, Microsoft had paid around $3 million for The Rolling Stonemason’s “Start Me Up”to play in the Windows ad (Sakes, 2007). The author also states that around 90 percent of advertisements on television use music in some way.
The study of how music affects consumers’ purchasing decisions allows us to learn the secrets behind this multi-billion dollar industry.Using the fame and likeness of celebrities to advertise costs businesses thousands to millions of dollars, so most of the time they use original tunes and jingles to save money (Sakes, 2007). Whenever a pop culture icon is used to reach out to consumers, advertisers make sure that they fit the genre that the icon represents to the proper demographic of their audiences. Age, gender, race, level of education, geographic location, and other sociological pieces of data are important factors that advertisers use to decide when and where they spread brand messages.For this reason, our group will be adhering data on the genres that consumers prefer.
In the article mentioned above, a table depicts the general findings about music and marketing. In the studies that researchers conducted, student participants were put into an artificial environment and instructed to focus their attention on the music found in the advertisements (Sakes, 2007). These studies, conducted by various researchers listed in the Sakes article, have discovered several key elements of music in ads that target and improve the recall of the ads, as well as the attitudes of consumers toward certain brands.
First, music in ads that are composed specifically for the ad, and music that matches the mood associated with the advertised product or service, showed increased intent of purchase in viewers. Second, when a jingle is considered pleasurable to sing and is repeated with the ad message, the brand attitude of the participants tended to be positive. Third, when music that was specifically composed for an ad was used, participants tended to recall that ad much more clearly. And finally, consumers exposed to radio advertising content had better recall for ads with high tempo congruity and timbre congruity (Sakes, 2007).
The development of social media and its prevalence in the marketing industry have completely altered the way companies advertise. The emphasis lies on interactivity and consumer engagement. Music in particular has become the focus of many advertisers with the popularity of streaming services and satellite radio.
In the article Music Selection in Everyday Listening, data indicated that selection method was related to liking for and emotional response to the music, attention paid to the music, and perceived consequences of hearing the music (Krause, North, Hewitt, 2014).In addition, the study found that possessing control led to costive consequences such as enjoyment and motivation (Krause, et 2014). These findings show the positive response to control over music selection. By applying these findings to a marketing campaign, one could craft jingles and advertisements that featured music similar to the playbills or music stations the consumers were listening to. This would result in a more positive response and reaction to advertisements and the use of music in said advertisements.When the subjects of the study lacked control over the music experience, they rated the music as distracting, hindering concentration, not enjoyable, and to be avoided.
These findings demonstrate that lower levels of control would be associated with negative consequences (Krause, et al. , 2014). While a streaming service commercial could inherently be perceived as a lack of control since the user did not choose to listen to a commercial, the negative consequences could be minimalist with the use of music in the advertisement.By researching the effect of music in commercials in a university setting, one could parallel the findings to create highly effective advertisements for music for an audience that responds positively to control, or perceived control, of the music they consume. Consumers also respond to advertisements that feature cause tie-ins. In the article Antecedents of Consumer Attitudes toward Cause-Related Marketing studies showed that consumers respond positively organizations that utilize cause-related marketing, such as charitable contributions, civic engagement, and a sense of personal and social responsibility (Young, Kim, 2008).
Young and Kim (2008) found that corporations gained the trust and brand loyalty of consumers by support of social causes and good corporate citizenship. Applying this notion to the study of the relationship between music, marketing, and consumer behavior would reveal biases in consumer reaction to certain jingles and commercials based on their prior knowledge of the organization’s charitable campaigns. This supports the need for a more focused study in the reactions and consequences of certain jingles and commercials and the effect it has on consumers.Preconceived notions of a brand could exhibit the effectiveness of a jingle or song when the consumer can recall it despite distaste for the company using it. The background music we hear in stores, in television ads, and even the music we might hear while looking at a print ad may have a egger effect on the way we process information, as well as the messages that advertisers are trying to send to consumers.
Background music and branding have been around for some time and advertisers are devoted to making sure the message recall IS high to help with promotions.To motivate potential consumers to focus on an ad, to support a favorable brand image, or to teach a brand slogan, advertisers add background music (Burner, 1990). Along with other studies there have been a few trying to determine the rate in the change of background music and how it may influence frequent distractions educing message recall. In the 2013 article, Music to Your Brain: Background Music Changes Are Processed First, Reducing Ad Message Recall, it has been found that unexpected sound changes are processed first which means that the audience has a lesser chance at receiving the message (Fraser & Bradford, 2013).Not only was it regular background music but it was found that backgrounds with more frequent harmonic changes and textural changes creates more frequent distractions which helps with reducing message recall. Music has become very general in most parts of marketing and even though e know there is a big difference between sound and visual information, the brain’s working memory is limited. Auditory Scene Analysis offers a theoretical explanation linking cognitive processing to changes in three structural music characteristics categories, harmonic elements, textural elements, and tempo (Bergman, 1984).
Once advertisers become aware of the specifics of what may be causing potential distractions they will be better able to choose background music that will have better benefits and less distractions. In the article mentioned above researchers conducted two experiments. Backgrounds that evoke desired emotional responses, or which trigger desirable images, can be adjusted by re-orchestrating for fewer instruments or slightly adjusting tempo to help focus attention and learning on the brand and message (Fraser & Bradford, 2013).Other than affecting the emotions and recall abilities of consumers, advertisements and the media in general also have a significant impact on the behaviors seen in society’s youth.
Some styles of music involve strong explicit or suggestive lyrics that glorify risky behaviors, such as binge drinking and drugs (Fischer, Gradiometer, Easternјleer, Voicing, & Saucer, 2011). Whether being used simply to promote a product, or to tell a story about living the fast life, music plays a big role in society by setting many of our common norms and values.According to the article The Effects of Risk-Glorifying Media Exposure on Risk Positive Cognitions, Emotions, and Behaviors: A Meta-Analytic Review, the impact that a medium has on consumers to partake in extreme behaviors vanes by the level of involvement the consumer uses to interact with the medium (Fischer, et al. , 2011). The effects of the media to influence conversationalist tend to be more pronounced in those using an active tedium, such as video games. The participants in the study who utilized passive forms of media, like watching a movie or listening to music, did not tend to show the same signs of subsequent risky behavior.Through the evaluation of extreme risk-taking behaviors in people as a result to media exposure, we see the extent to which the media may influence the way people think and act.
The article Attributes of background music and counterespionage’s to TV commercials discusses how background music in advertising affects consumers in different ways (He Park, Swan Park, & k Jon, 2014). Products and services are first divided into two general categories: hedonistic goods and utilitarian goods. Hedonistic goods are considered products that offer a short-lived, sensory experience and do not require consumers to make thoughtful, goal-oriented decisions.Utilitarian goods are instrumental to some goal, such as a car. Ads for hedonistic goods, like beer, tend to use peripheral cues to attract consumers. Ads for utilitarian goods tend to offer more product-related information.
The background music used in each type of commercial is successfully implemented when eliciting the proper response from its audience. For low-involvement, hedonistic good ads, the audience is meant to focus on the attractiveness of the features of the ad, while also understanding the main brand message behind it (He Park, et al. 2014). Studies discussed in the article resulted in the finding that for low-involvement ads, people’s attitudes toward the brands were more favorable when the music used offered light, happy cues. On the other hand, ads for utilitarian goods were more positively reviewed when involving overt emotive cues, whether very positive or very negative. Overall, the study suggested that advertisers need to consider the amount of involvement squired of the product and of the consumers when deciding what kind of music to use.
Hedonistic product messages require music that has the proper fit and familiarity for the audience, while utilitarian product messages just need music that fits the product, in general (He Park, teal. , 2014). In conclusion, music has had so many roles to play when it comes to advertising and promotion of products. All advertisement has relied heavily on music to get people’s attention, set peoples moods, create the right brand image and sell advertiser’s product.
People have learned to develop loyalty to the brands by he help of music; this is because music has integrated the meaning of a message of a particular brand.