According to a study conducted by North et al. (2004), brands that are clearly defined by a given type of music are 96% easier to remember for consumers than those which use no sound of any kind. Music can play a vital part when it comes to striking a chord with consumers.
There are a variety of approaches to take to incorporate music into your ad campaign. In fact, the right selection of music can make or break your ad. In this blog post, we’ll discuss the three types of ways to utilize music in your ad campaign.
Create a catchy jingle to make your company stand out.
Some of the most popular businesses are remembered as they are because of their jingle. Think of Subway’s ‘Five Dollar Footlong”, Kit-Kat’s ‘Give Me a Break’, or McDonald’s ‘I’m Lovin’ It’. Each of these iconic jingles is instantly recognizable. Jingles soared in popularity in advertising during the 1950s to 1990s. While they have become a bit less widely used today, they can still be an effective use of music if done well. You could use anything from the company’s slogan to just the title of the business. While it requires an initial investment to hire talented writers and musicians, the right jingle could be one that your company uses for years to come.
Invoke powerful emotions with the use of background music.
Great ads often seek to tell a story that their target audience can relate to. This type of ad creates a desire within to experience it for yourself. The background music can tell the story in a way that moves the customer and creates a lasting memory. In fact, in a study conducted by Dr. Lee out of Texas A&M, research showed that background music could lead to increased brand attitude and purchase intention. Nostalgia is a great tool to use in advertising as it connects your audience to something deeply personal for them. Connecting with your consumer’s emotions creates a sense that their priorities are also at the heart of the business.
License popular songs to connect with your audience.
Music helps with memory recall and sets the tone for the kind of advertisement being displayed. Whatever you are going for, the music choice will subconsciously guide the target audience into feeling whatever emotion you wish to invoke with the advertisement. For the transportation industry, many popular songs make the perfect fit to capture the feeling you want to convey and licensing a favorite song can make your ad stand out from the competition.
In conclusion, music is an effective tool to utilize when it comes to advertising. Sometimes all it takes is hearing a certain chord to strike up a memory of a company slogan or name. And this can be beneficial to keeping your business a household name.
