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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.
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.
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 makes it 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 of dramatic episodes, narrative voice-overs, or a list of product appeals. This is the function of continuity. 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 of recognition or familiarity.
Memorability
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 nontechnical authorities .Thus to an extent advertising succeeds in enticing an audience, the advertising must have some genuine appeal.
Music helps consumers associate some feelings or emotions such as joy, love, fear, hope, sexuality, fantasy and helps in developing a mood for shopping. Increases brand loyalty Music helps in enhancing brand loyalty in a way that it integrates the meaning of a message of the particular brand thus creating brand loyalty amongst the customers.
Music is a positive addition to the consumer environment plays an important role by creating a positive environment, under which all consumers are influenced by music.
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 sell products.
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
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 by engaging them with music.
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.
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 time shopping than they have. Therefore, these findings indicate that less preferred or unfamiliar music slows down the perceived time of the shoppers. (Yalch & Spangenberg, 1990).
LOUD MUSIC
One research states that "A person is likely to stay in a restaurant playing soft music 20% longer than if the 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 no difference on how much money was spent. Another study by Caldwell and Hibbert (2002) found that when slow music was played, patrons stayed for 20% longer but also spent more on food and drink - in fact, up to 50% more. In other words, to keep your customers, keep it soft and slow. And likewise, if you 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
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.