The right sound can reinforce the message and positively impact the brand image. In an ideal scenario, music complements the advertised product or brand, thereby strengthening the promotional message. However, it's important to remember that this can work the other way around too—poorly chosen music can damage the reputation and effectiveness of marketing activities. Inappropriately selected music contributes to inconsistency in the advertising message, which confuses the audience and distracts their attention - they start to pay attention to either one or the other element, not combining their meanings, which as a result may cause incorrect reactions or experiencing unintended emotions.
What might the unconsidered use of sound in communication look like in practice?
Inconsistency with brand image:
- Example: A luxury watch brand uses loud, aggressive rock music in its commercial.
- Consequences: Such music can discourage target customers who expect an elegant and sophisticated experience. This can lead to a decrease in perceived brand prestige and reduced customer loyalty.
Market example: Calvin Klein used the soundtrack from the Spider Man movie in a perfume advertisement. Customers were confused by the use of inappropriate music from the lingerie and perfume company.
Mismatch with Target Audience:
- Example: A company producing children's toys uses hip-hop music with controversial lyrics in its commercials.
- Consequences: Parents, who are the primary buyers, may find the advertising inappropriate and offensive, which may result in a products boycott.
Market example: Children's breakfast cereal manufacturer Kellogs used the song “Sign Your Name” - Terence Trent D'Arby - a highly sensual song with erotic overtones - in its commercial.
Inappropriate song lyrics:
- Example: An advertisement for children's food products features a song with sexual innuendo.
- Consequences: Parents may find the advertising inappropriate and offensive, leading to a negative perception of the brand and potentially a drop in sales.
Market example: Celebrity Cruises (a shipowner and operator of luxury cruise ships) used the song “White Rabbit” by the band Jefferson Airplane in its advertisement, the lyrics of which deal with the use of hallucinogens.
Market example Australian brewery Castlemaine Perkins has soundtracked its campaign with Foster the People's song Pumped up kicks, whose lyrics tell the story of a teenage terrorist and a school massacre.
Music selection should always be based on the specific needs of a given campaign. We do not know the strategic backgroud of the above-mentioned, so our opinion is primarily based on an analysis of audience sentiment for each campaign. To avoid consumer confusion caused by poorly chosen soundtracks, it is important to always adhere to social and cultural norms. These norms define the rules and expectations regarding what is acceptable in public space, especially in advertising or media messages.
Selecting appropriate music is crucial not only in advertising campaigns but also at the point of sale, where it can significantly influence customers' purchasing decisions. Audio marketing, through careful matching of music to the brand image, can build positive consumer experiences, support the store's atmosphere, and encourage customers to stay longer and interact with the brand. In contrast, inappropriately matched music does not remain neutral - it can evoke negative emotions, discourage customers and damage the brand image.
Wrong music mood:
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Example: The cafe's ad uses music with a melancholy and sad tone.
- Consequences: Such music may put potential customers in a bad mood, which goes against the intention of a café, which aims to be a place for relaxation and social gatherings.
Music that is too loud:
- Example: A clothing store plays very loud techno music.
- Consequences: Customers may feel overwhelmed and uncomfortable, which may prompt them to leave the store without making a purchase. Prolonged exposure to such noise can also negatively affect employees' health.
Overuse of the same sound or melody:
- Example: A grocery store keeps playing the same song in the background continuously.
- Consequences: Customers may feel weary and annoyed, which can discourage them from staying longer in the store and making larger purchases.
Each of these examples demonstrates the importance of selecting the right music and sound for marketing campaigns and brand communications - including at the point of sale.
At TADADAM, we use both original compositions and well-known tracks, as well as production music, to provide sound for campaigns. We make sure that the music perfectly reflects the brand's character and is consistent with its image, even enhancing it. We create original playlists dedicated to events and audio marketing activities, with great care to ensure that the final effect supports brand communication consistency and strengthens its message. Thanks to this, audio solutions become an integral part of the marketing strategy, positively influencing the perception of the brand by consumers.
Author:
Aleksandra Chróst
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Sources:
https://www.uwlax.edu/globalassets/offices-services/urc/jur-online/pdf/2006/heaton.paris.pdf
https://deepblue.lib.umich.edu/bitstream/handle/2027.42/61671/rumpus_1.pdf?sequence=1
https://www.youtube.com/watch?v=RYoeEry8dTc
https://www.youtube.com/watch?v=GevaiuKdwHQ
https://www.ispot.tv/ad/oaY7/celebrity-cruises-dream-song-by-jefferson-airplane
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https://www.pexels.com/photo/woman-with-hands-on-head-7273375/
Photo by Andrea Piacquadio from Pexels:
https://www.pexels.com/photo/women-holding-wine-glasses-3937468/
