Music is a vital component in marketing; however, it often goes unnoticed. This is because music that exists in TV campaigns, radio jingles and stores all remain below our level of consciousness. Therefore, music is an essential element of marketing. Companies use a multitude of marketing strategies to influence their audience and promote their products, but music is one of the most effective ways to do so. It has been revealed that music is used in ‘90%’ of TV advertising (Kellaris et al., 1993). Furthermore, in a study to see if age, gender, and occupation changed the impact of the jingle on the consumer. ‘77. 6% respondents agree to have been affected by jingles in their purchasing decisions’ (Jain, 2016, p. 7). This statistic illustrates that people agreed to music affecting their behavior as a consumer. Music effects the consumers decision to impulsively buy products, which results in a higher profit for companies. Music can also be an effective way for companies to create a brand. By simply picking out the right music for a TV campaign or store it will help to paint a cohesive image for their brand, which will result in a higher level of customer satisfaction.
Music is also a way for companies to connect more with their audience, music injects advertisements with character together with emotion. On the other hand, music can be used in the background of stores, restaurants, hotels, and other retail environments. The purpose of background music is to exist below the consumer’s level of consciousness whilst having a positive impact on the consumer and staff.
This paper will gather evidence and statistics from previous literature to help illustrate the ways in which music is used in the marketing industry and its overall effect. Demonstrating how businesses use music to increase their sales and the overall effect that music has on the consumer and their buying habits. Music is a crucial point of discussion in relation to marketing strategies because it has a profound impact on the consumers buying habits and their behavior in retail environments. However, as the use of streaming sites and social media increases, consumer behaviour is changing and people are becoming less reliant on shops which could potentially reduce the impact of music as an element in marketing. Collectively, this paper will outline the relationship between music and the consumer, the effect it has on behaviour and the impact of modern approaches to marketing.
The research aims for this paper will outline if music is a successful marketing strategy and how music effects consumer behaviour. This paper will focus on four topics; music in marketing and the psychological effect on the consumer, TV advertising and how it is utilised to have a significant impact on the consumer and sales. Next, the topic of background music and how it can have a positive effect on the consumers mood and create a calm productive working environment. Lastly, comparing music as an element of marketing to other popular marketing strategies.
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