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Consumer behavior: influence of music in advertising - Research Paper Example

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This essay describes the effect of the music on the consumers. Use of music in advertisement has become a common phenomenon among advertisers in contemporary advertisement sector. In an advertisement, music can be used to serve background role or for tinkle purpose…
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Consumer behavior: influence of music in advertising

This essay "Consumer behavior: influence of music in advertising" outlines the purpose of the usage of music in advertising and its importance. Music is used to attract the customers’ attention to the advertisement and to make the advertisement content less of superfluous interruption. Customer behavior has to do with customer decision making process on the products advertised and available in the market. It explains individual customers’ traits in understanding customers’ needs. The influence of commercial, peers, family, society, and reference groups on individual needs and wants is also understood by understanding customers’ culture. Being, the buyer, user, and payer of the products produced and advertised in the market, an understanding of customers buying conduct is exceptionally fundamental for the success of a company. Even though it is complicated to predict the customer behavior, a slight understanding of their needs is prominently pertinent in selecting the music to accompany an advertisement. Music on the other hand, has a tremendous influence on customers’ behavior in advertisement. The selection of the music in the advertisement is extraordinarily crucial for the success of an advertisement. Popular use of music improves the popularity of the promoted product as compared with use of less popular music. As observed by Campbell and Goodstein (2001), in advertisement, music influences the viewer to listen or watch in a distinctive ways more than the way he/she could listen or view a commercial which is not accompanied with music. ... Read More
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