Analyzing Music in Advertising

Graakjær, Nicolai Jørgensgaard

doi:10.4324/9781315770277

Cited by 7 publications

(7 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…“Music serves a purpose in advertising through its significant influence on commercial messages and consumer responses” (Graakjaer, 2014, p. 4). Ad music is a pervasive aspect of an ad that influences consumer behaviour.…”

Section: The Influence Of Ad Musicmentioning

confidence: 99%

“…This implicitly conveys that such music is famous and liked by listeners. Graakjaer (2014) examined the choice and placement of pre-existing and appropriate music in commercials giving special importance to a particular ad (brand iPad and Danish Band The blue Van in 2010). Given the popularity of the said music, Graakjaer goes on to build an argument on the importance of popular music in the ad (see Goes My Love” for iPad commercial).…”

Section: The Influence Of Ad Musicmentioning

confidence: 99%

“…However, in the ad context, music is used to engage the attention and retention of the consumer towards ad music, towards the ad and towards the brand (Huron, 1989; Lantos and Craton, 2012). Retail music comes with a physical experience (Allan, 2008; Jain and Bagdare, 2011; Turley and Milliman, 2000) that has a short-term effect on consumers, whereas music in ad provides a long-lasting impression (Graakjaer, 2014). Specific ad music is a unique and permanent identification of a brand; however, retail music is merely a temporary stimulation of the experience for a consumer. Retail music enhances the consumer experience; however, ad music captures the mind of the consumers for the very first time and finds and creates a space for particular product or service in his/her mind, thus creating a perceived differential value that would be served with that particular offering. Retailers play international, national, regional and popular songs to attract consumers while advertisers use existing, customise and new music to attract consumers.…”

Section: Ad Music Differentialsmentioning

confidence: 99%

“…Retail music comes with a physical experience (Allan, 2008; Jain and Bagdare, 2011; Turley and Milliman, 2000) that has a short-term effect on consumers, whereas music in ad provides a long-lasting impression (Graakjaer, 2014). Specific ad music is a unique and permanent identification of a brand; however, retail music is merely a temporary stimulation of the experience for a consumer.…”

Section: Ad Music Differentialsmentioning

confidence: 99%

See 3 more Smart Citations

Advertising music: an alternative atmospheric stimulus to retail music

Raja

Anand

Allan

2019

IJRDM

View full text Add to dashboard Cite

Purpose Studying the role of advertising music (ad music) in a retail context can be an emergence of new marketing practices. The purpose of this paper is to identify the potential usage and utility of ad music as an atmospheric stimulus in contrast to music (retail music) as an atmospheric stimulus. This paper also aims to provide a model, which depicts how ad music could be an alternative to retail music in retail settings with regard to consumers’ attitudinal influence and its optimistic correlation with related marketing outcomes. Design/methodology/approach The paper reviewed the literature related to the role of retail music as an atmospheric stimulus and studies related to the role of music in the ad. Findings Advertising music as an atmospheric stimulus is more likely to influence consumers’ attitude towards advertising music, towards advertising and towards the advertised brand. Contrary to retail music, advertising music as an atmospheric stimulus may help a consumer for ad recall, ad message/brand information recall, brand recall, brand identification and brand recognition. Consequently, advertising music may always have an advantage over retail music with regard to purchase intent, brand choice and financial return. Practical implications This work may encourage the advertisers for the proper usage of ad music as an atmospheric stimulus that may holistically magnify the saliency of advertising theoretically and practically. Originality/value This study is a novel attempt to conceptualise the potential scope of utilisation of ad music in the retail context.

show abstract

Section: The Influence Of Ad Musicmentioning

confidence: 99%

Section: The Influence Of Ad Musicmentioning

confidence: 99%

Section: Ad Music Differentialsmentioning

confidence: 99%

Section: Ad Music Differentialsmentioning

confidence: 99%

See 2 more Smart Citations

Advertising music: an alternative atmospheric stimulus to retail music

Raja

Anand

Allan

2019

IJRDM

View full text Add to dashboard Cite

show abstract

“…Music scholar Annette Davison (2013: 148) points out that we often listen to television more than we watch it. Music functions in television as an ‘auditory cue’ or ‘umbilical cord’, as familiar sounds bring inattentive viewers back to the screen (Davison, 2013: 148; Graakjær, 2015: 4). The routine return of a familiar sound also can evoke an emotional – even ritualised – connection with the television viewer.…”

mentioning

confidence: 99%

Graphic design, music and sound in the BBC’s channel idents, 1991–2021

Morton

2022

Critical Studies in Television

View full text Add to dashboard Cite

Idents, the logos appearing in the continuity between programmes, are ubiquitous yet easily missed aspects of channel branding. Focusing on BBC One and BBC Two as case studies, this article traces the evolution of the images and sounds of idents over the past three decades. The approach brings to light the creative contributions of graphic designers and composers by combining data from in-depth interviews with textual analysis of idents. The article highlights relationships between creativity, brand strategy and craft skills in the making of the BBC’s idents and, by extension, in communicating the corporation’s public purpose and overall brand identity.

show abstract

Eat to the Beat: Musical Incongruity Resolution in Restaurant Advertising

Abolhasani

Golrokhi

2021

Journal of International Consumer Marketing

View full text Add to dashboard Cite

Analyzing Music in Advertising

Cited by 7 publications

References 0 publications

Advertising music: an alternative atmospheric stimulus to retail music

Advertising music: an alternative atmospheric stimulus to retail music

Graphic design, music and sound in the BBC’s channel idents, 1991–2021

Eat to the Beat: Musical Incongruity Resolution in Restaurant Advertising

Contact Info

Product

Resources

About