Effect of Music in Advertisment (1)

7/31/2019 Effect of Music in Advertisment (1)

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Effect Of Music in Advertisement on

Consumer Behavior


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Music has long been an efficient and

effective means for triggering moods and

communicating Nonverbally. It is, therefore,

not surprising that music has become a major

component of Consumer marketing, both at

the point of purchase and in advertising.

Bruner, 1990.


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History

The idea of music goes back to olden times, when street vendors hawked their

goods to the tune of a melodic chant.

Advertisements have relied heavily on music to get peoples attention, set a

mood, creates the right brand image and to sell the advertiser's product.

Early television commercials in the 1950s, featured well known classical

masterpieces as background music.

The Blue Danube" was all used as background music for Palmolive Soap,

Cashmere Bouquet Beauty Bar and other soap and beauty aid commercials.


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Role Of Music

Entertainment: Good music contributes to the effectiveness of an advertisement by making it

more attractive. A good ad engages the attention of an audience, and thus makesit entertaining for them.

Structure/Continuity Music may also be employed in various structural roles. The most important

structural role is tying together a sequence of visual images and/or a series ofdramatic episodes, narrative voice-overs, or a list of product appeals. This is thefunction ofcontinuity.

Memorability Music increases the Memorability of a product or the product's name. in a way

that Consumers are known to favor products which elicit some degree ofrecognition or familiarity.


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Lyrical Language

A fourth technique of musical enhancement is the use of lyrical language. Vocal

music permits the conveyance of a verbal message in a non spoken way.

Targeting

Once an appropriate medium is chosen, a second consideration is targeting in

which the main aim is to to engage or captivate those viewers who constitute the

target demographic group.

Authority Establishment

Closely related to the targeting function is the use of music to enhance an ad's

credibility, to establish its authority.

Expert testimony Authority may also be fostered through testimonials of non-technical authorities .Thus to an extent advertising succeeds in enticing an

audience, the advertising must have some genuine appeal.


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Music helps in making impulsive purchases

Music helps consumers associate some feelings or emotions suchas joy, love, fear, hope, sexuality, fantasy and helps in developing amood for shopping.

Increases brand loyalty

Music helps in enhancing brand loyalty in a way that it integratesthe meaning of a message of the particular brand thus creatingbrand loyalty amongst the customers.

Music is a positive addition to the consumerenvironment

plays an important role by creating a positiveenvironment, under which all consumers areinfluenced by music.


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Commercial Business Uses of Music in

Advertising

Business uses of music in advertising date back to the earliest days of

broadcast media. In the 1920s and 1930s, marketers like Procter and

Gamble pioneered the concept of linking brand names to distinctive

musical and dramatic themes.


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The approach was used not only in radio ads, but also in programming

that the companies developed and controlled. It was later adapted to

television commercials and to the enormously popular soap operas of the

1950s.

Now, music is used in advertising in key formats as a useful tool to sellproducts.


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Radio

Two characteristics of radio give music a particularly important role.

First, the medium is entirely dependent on engaging, creative audio.

Second, because most listeners tune into the radio while driving or

performing other activities, music helps to focus the consumer's attention

on the product. Jingles, which are original tunes composed specifically to support a certain

brand, are widespread in radio advertising


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TELEVISON AND MULTIMEDIA

Producers of television commercials and other forms of multimedia

advertising frequently purchase licensing rights to popular music.

In these media, it is important for music to complement, not compete

with, the visual elements of an ad.

Songs and background tunes can be more memorable than pictures andwords in establishing a mood or bringing a brand image to life


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Branded Entertainment

Rapidly growing in popularity , this is the newest way of integrating music

with a business strategy.

An original entertainment product, like a music video, is created by

marketers to showcase their brand.

The idea is to build consumers' sense of connection to a brand byengaging them with music.


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COKE STUDIO

Music is helping Coke against its competitor Pepsi in the cola war in

Pakistan.

Coke now claims 35% of market share in Pakistan, Pepsi's market share is

now down to 65% from a high of 80% in 1990s which was achieved mainly

through sponsorship of cricket in Pakistan.

Helped by the media boom in Pakistan, the show has had dramatic

success since it was launched three years ago.


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Departmental stores which play top 20 music on the music chart,

shoppers over 25 of that departmental stores believe that they have spent

more time there and purchased more.

On the other hand, departmental stores which play soft instrumental

music, shoppers under 25 believe that they have spent more timeshopping than they have.

Therefore, these findings indicate that less preferred or unfamiliar music

slows down the perceived time of the shoppers. (Yalch & Spangenberg,

1990).


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USES OF DIFFERENT TYPE OF MUSIC

FAST OR SLOW MUSIC IN A RETAIL

ENVIRONMENT Research found out that people move steadily when slow rhythm music is

played. taking almost 20 seconds more

Study was conducted in two supermarkets found a huge increase in sales

when slow rhythm music was played:

"In that study the gross sales increased from $12,112 for the fast rhythm

music to $16,740 for the slow rhythm music. This is an increase of 38%.


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USES OF FAST OR SLOW MUSIC IN

RESTAURANTS Where you don't want people to linger, you could be better off playing

loud, fast tempo music especially if you run a fast-moving restaurant. But,

retail environments often want their clients to stay for longer time in their

stores, so softer music is more appropriate.

A study discovered that customer spent almost 23% more money in a

restaurant when softer music was being played. Interestingly, increase in

spending came on the drinks bill (which grew by almost 51% on avg),

which are the most profitable items in most restaurants


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LOUD MUSICOne research states that

"A person is likely to stay in a restaurant playing soft music 20% longer than ifthe music is loud, with a slight increase in the amount of money spent on food

and drinks. For grocery stores, it was found that the volume made nodifference on how much money was spent. Another study by Caldwell andHibbert (2002) found that when slow music was played, patrons stayed for20% longer but also spent more on food and drink - in fact, up to 50% more. Inother words, to keep your customers, keep it soft and slow. And likewise, ifyou want quick turnover, speed things up and keep it loud."

In caf or bars, where music is very loud and fast that it hinders conversation,

people drink more and drink faster. In gyms, where loud dance remixes are played ,people are found to be more

enjoying doing their daily workouts


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Classical or slow music

In a study it has been found out that Classical

music increases the amount of money people

are willing to spend. Normally, people will buy

more expensive goods when classical music is

being played in the environment.


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Use of hit songs and unknown songs

"Popular or hit" music is too catchy, and causes lower purchasing in retailenvironments and decreased productivity in offices.

The music that should be played has to be good and very close enough to

hit music that people enjoy it, but it must not be too catchy.

Effect of Music in Advertisment (1)

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