1. Effect Of Music in Advertisement on
Consumer Behavior

2. • “Music has long been an efficient and
effective means for triggering moods and
communicating None verbally. 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.

3. 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 people’s 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 works of the "Waltz King", Johann Strauss, an Austrian composer of the mid
1880s were among the most popular pieces used as background music for
television commercials.
• His "Artists' Life". "Tales from the Vienna Woods", "Voices of spring", "Emperor
Waltz" and of course, "The Blue Danube" was all used as background music for
Palmolive Soap, Cashmere Bouquet Beauty Bar and other soap and beauty aid
commercials. Rossini's "William Tell Overture" and Tchaikovsky's "1812 Overture"
were popular background tracks for breakfast cereal and food commercials.

4. 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.
• 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 of
recognition or familiarity.

5. • 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.
• through 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.
•

6. • Music helps in making impulsive purchases
• Music helps consumers associate some feelings or emotions such
as joy, love, fear, hope, sexuality, fantasy and helps in developing a
mood for shopping.
• Increase 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
• Music plays an important role by creating a
positive environment, under which all consumers
are influenced by music.

7. 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.

8. • 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.

9. 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

10. 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 and
words in establishing a mood or bringing a brand image to life

11. 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.

12. 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.

13. Effects of Music on Shoppers and
Restaurant Patrons
• According to a research people who heard music while shopping or eating
at a restaurant or mall is influenced by the music and it effects what they
buy and what they spend
• Loudness, pace, rhythm of music effects on how long consumer spend
their time in malls and restaurants, how much they purchase and how
they view brands or products positively or negatively.

14. • 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).

15. 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%.“

16. 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

17. 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 café 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

18. • 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.

19. Use of hit songs and unknown songs
"Popular or hit" music is too catchy, and causes lower purchasing in retail
environments 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.