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Consumer Behavior: Influence of Music in Advertising - Research Paper Example

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Consumer Behavior: Influence of Music in Advertising

The same case applies to radio advertisement. Music in advertisement is selected in connection with the type of brand being advertised, for common application, or for price reflection. Music influences advertisement and customers’ culture in different ways. Music influences the manner in which customers likes and select the products advertised in the market. In the broader perspective, music influences the customers’ evaluation on the products advertised. It is therefore imperative for advertisers to select music that meets the intention of the advertisement (Gorn, 2002). 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 (Campbell and Goodstein, 2001). 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. Purpose of the Report The purpose of report is to expound on the influence and important of music in advertisement. The report will also identify and explain how music influences advertisement and customers’ culture in the market in different perceptive. Music in Advertising 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. Music in advertisement communicates three basic principles appropriate in advertisement (intellectual, emotional, and sensational). Music adds emotional response to customers on the advertised products (Campbell and Goodstein, 2001). In most cases, music used in advertisement is always familiar among the targeted customers. Advertisers therefore spend a lot of resources in background music hoping that the music will aid in communicating their products message. Music can have different role in influencing the customers’ culture in the market place. The following are some of the ways in which music can influence advertisement and customers’ behavior in products advertisement. Affective Response and Music As observed by Gorn (2002), music in advertisement serves as emotional inducers. It set mood on the advertised product. In this case, music can influence the perception and overall attitude of the customer on the advertised product. As stated by Campbell and Goodstein (2001), advertisements accompanied by music develop more empathic and descriptive emotional reaction than advertisement with ...Show more
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Summary

This paper investigates the use of music in advertisement, which has become a common phenomenon among advertisers in contemporary advertisement sector…
Consumer Behavior: Influence of Music in Advertising
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