Effects of Musik in Advertising
The concept of advertising music bundles various forms of musical integration in advertising measures. For example, audio logos (a musical product or brand name), jingles (sung advertising), advertising songs (sung advertising message) and background music (popular music pieces or new compositions as accompaniment) fall into the category of advertising music.
Subjective influencing factors on the advertising effect
Some subjective factors play an important role for the processing of commercials in the viewer, which cannot be directly influenced by the advertisers. Thus, the individual involvement and the willingness to deal with a spot, as well as the assessment of the complexity or the personal pleasure derived from the selected piece are directly connected with the perception. In the same way, however, subjective associations with the song, for example, when and where this was heard for the first time, the mood at the time of listening or the familiarity with the song are decisive factors in the cognitive and affective processing of the musical stimulus.
The "fit" is important
However, not only individual aspects play a role in processing of television ads. Also, the consistency, the fit of the music and advertising messages affect the reception of the TV spots. On one hand, components such as the timely use or the form of the music (background music or dominant factor) must be coordinated with the content of the advertising message. On the other hand, the target groups as well as the images of the music and brand, product or service must also be considered. If they do not work together, their interaction is not authentic and can lead to negative effects. In addition, consistency can also be achieved through geographic matches. For example, a piece of a composer or singer can be chosen whose place origin coincides with that of the brand.
Music as a selling point
Although many different influences have an effect on the perception and subsequent processing of television advertising, there are nevertheless intended effects behind these measures which should be achieved by the functional use of musical content.
The musical application aims at the activation of the audience and controlling their attention for the advertised product. Furthermore, the product reminder should be supported and the image improved. The viewers attitude to the offer can also be positively influenced - and thus ultimately lead to the purchase. Music can like this increase the buying intentions of the customers and be an economic success factor for the manufacturer.
For further information on music as a recognition signal or as a background music in TV commercials, please refer to our section "Musicology".