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

Consumer Behavior: Influence of Music in Advertising s Consumer Behavior: Influence of Music in Advertising Introduction Use of music in advertisement has become a common phenomenon among advertisers in contemporary advertisement sector. In advertisement, music can be used to serve background role or for tinkle purpose (Campbell and Goodstein, 2001). It can also be used to communicate the required information in the advertisement. In television, commercials music is used in such a way that it goes together with the activities in the screen. 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 devoid of music. Descriptive emotion in this case is the capability of identifying emotional reactions of the customer to the advertised product (Campbell and Goodstein, 2001). Empathic on the other hand refers to probable response to the commercial music. Music increases the mood of the customers on a certain product as it influences how customers response to the advertisement. On the other hand, music aids in persuading the customer to purchase the advertised product. In the advertisement, music which is favorable to the customer makes him/her feel attached to the advertised product. If properly harnessed, music enhances attention of the customer to the advert. In general, proper utilization of music in advertisement can influence and alter sentimental state of the customer to the advertised product. The changes in sentimental brought about by music influences customers marketing evaluation. Therefore, music influences advertisement by developing emotional to the advertised product. Change in emotion of the advertised product alters the customer behavior (Campbell and Goodstein, 2001). Music and Attitude Background music has an incredibly momentous effect in influencing customers’ attitude on a product. Presence of music in advertisement has been known to improve the customers’ attitude toward the advertised product. Once there is positive attitude to the product, the demand of the same is likely to be high. Advertisements with no music have limited changes on customers’ attitude on a product (Campbell and Goodstein, 2001). In most cases, the demand of a product in the market is determined by the attitude developed by the customer over a product. Products which have developed positive attitude in customers are likely to attract more customers in expense of products which are not well perceived by the customers. In this case, music gives a commercial an attitude component which is exceedingly influential in determining customers’ behavior. Attitude component also shapes the outcome of an advertisement (Campbell and Goodstein, 2001). Music and Memory Music has the prospective of increasing the memory level of the customers on the element of the advertisement. The core purpose of advertisement is to communicate the brand exceptionality to potential customers. Advertisement also influence how people process information contained in an advert. It is therefore significant for customers to recall the brand information. As observed by Kellaris (2009), music influences the memory level of the customer to the promoted product. It acts as a cue to assist in recalling the brand information. This is more appropriate when the advertisement uses jingle music lyric in the promotion process. Jingles have proved to be extraordinarily attractive and take long to be forgotten (Kellaris, 2009). Additionally, the recall of the information in advertisement is more vivid when the music used in advertisement is common to a significant numbers of potential customers. On the other hand, different music influences customer recollect in different ways (Kellaris, 2009). From numerous researches done on the significant of music to the customer memory, it is clear that, the absence or presence of music in an advertisement determines the amount and the type of information to be recalled (Kellaris, 2009). Additionally, the type of music chosen to accompany an advertisement can influence the perception of customers on the advertised product. In general therefore, music improves the memory level of potential customer. It makes the advertisement to be more vibrant in customers mind thus improving the demand of the product in the market (Kellaris, 2009). Music and Targeting and Positioning Of Brand Music and the choice of advertisement music have a role in the positioning and targeting of brand in the market. Different customers have diverse preference on the music relevant in advertisement (Kellaris, 2009). Popular music has proved to influence significantly the preference product in the market. Due to this, use of appropriate music can helps marketers in positioning their products in the market. It also helps in attracting customers who identify themselves with the music or the musician of the music used in advertisement. Customers who have connection or identification with the advertisement music can subsequently have a desire to the advertised brand (Milliman, 2002). The meaning associated with the music used in a certain form of advertisement bestows meaning to the presented brand. The ability of differentiating a brand from others in the market is the core role of the promotion team in a company. Brand manager endeavors to have their product emerging as more attractive and favorable in the market. Therefore music as one of the very influential constitute of an advertisement can serve as reinforcement in positioning brand in the market which is very important in advertisement (Milliman, 2002). Music and Authority to the Advertised Product Music adds credit to the message transmitted in advertisement. This is especially the case when familiar music is used in advertisement (McInnis and Park 2001). On the other hand, the credibility of the musician can be transferred to the advertised brand. The reliability of the advertised product influences positively customers’ choice behavior. This is because the feeling of the music or the musician is directly relocated to the advertised product (McInnis and Park 2001). Promotion without music denies the customer a chance to compare the advertised product with a certain situation in the market. In general, music gives authority to the advertised product in the market thus making it more cost-effective in the market. Customers are likely to associate themselves with a product which is advertised using their favorite music or musician. The association influences the outcome of advertisement (McInnis and Park 2001). Fit Between Music and Other Advertising Elements According to Alpert (2009), there is evidence to reveal fit between music and other advertisement elements. Music and commercial congruity can be defined in terms of mood, scores, tempo, image, timbre, repetition, valence, association, genre, and semantic (Alpert, 2009). Music that creates emotional memories leads to positive feeling of the advertisement to potential customers. This is especially the case when the music portrays the primary message of the advertisement. Music that brings about negative memories and emotions develops negative attitudes and feelings to the customers on the product advertised. To get the best outcome from advertising using music, the promoters have to fit the music with the requirement of product. To enhance consistence in the customers’ mind on the advertised product, the customer must have the capability of linking the product with the music. These depend on the customers’ evaluation on whether the music associated with the product is desirable or appropriate to the particulars in a product (Alpert, 2009). Due to this, it is therefore imperative for advertiser to ensure the messages in the advertisement are in line with the music accompanying it. As a matter of fact, music is one of the most vital advertisement elements. It has exceedingly noteworthy outcome in the advertisement exercise. On the other hand, proper selection and utilization of music in advertisement is incredibly influential in determining the outcome of any advertisement. The influence in this case depends on the selection of music as well as it supplement with other advertisement elements (Alpert, 2009). Summary and Reflection Music has a significant influence on advertisement and customers’ behavior. Advertisers rely on music to communicate their message to the potential customers. Music influences the attitude of the customer towards the advertised product. Popular music increases the popularity of a product in the market. Music also gives authority to the advertised product. Customers’ likes associating themselves with the brand advertised using their favorite song or musician. On the other hand, music has proved to be extremely influential in enhancing memory of an advertisement. Use of appropriate music in advertisement increases memory of the customer advertisement component hence increasing the popularity of the products. Music is also significant in positioning a product in the market. Popular music and musicians give advertised product popularity in the market. There are many dimension of assessing the effect of music on advertisement. There are also different results which have resulted in the assessment of the effect of music to advertisement and customers’ behavior. The tastes of music in different marketing settings have significant contribution in promotion exercise. It is therefore imperative for advertisers to select music that are attractive to the target customers. Additionally, it is correct to conclude that music have a significant influence in advertisement and in customers’ behaviors. The effect is as a result emotional reaction of music on advertisement. As far as I am concerned, the choice of the music is what determines the influence of music in advertisement. Due to this, promoters have the responsibility of conducting market survey to access the favorable music in among the targeted customers. Additionally, the music used in advertisement should be in line with the purpose of the product. Inadequate relationship between used music and the advertised product can bring about negative effect to the advertised product. References Alpert, J. (2009). Background music as an influence in consumer mood and advertising responses. Journals of Consumer Research,16, 485-491. Campbell, M. and Goodstein, R. (2001). The moderating effect of perceived risk on consumers evaluations of product incongruity: Preference for the norm. Journal of Consumer Research, 28, 4, 439-449. Gorn, G. (2002). The effects of music in advertising on choice behavior: A classical conditioning approach. Journal of Marketing, 46, 94-101. Kellaris, J. (2009). The effects of background music in advertising: A reassessment. Journal of Consumer Research, 16, 113-118. MacInnis, D. and Park, C. (2001). The differential role of characteristics of music on high and low involvement consumers processing of ads. Journal of Consumer Research 18, 161-173. Milliman, R. E. (2002). Using background music to affect the behavior of a potential customer. Journal of Marketing, 46, 86-91. Read More