EFFECTS OF MUSIC ON COUNSUMER BEHAVIOR
MUHAMMAD USMAN ADIL (12843)
ALI MUHAMMAD SHAIKH (13192)
ZANE HORMUZD TENGRA (11225)
IFTIKHAR NABI (12803)
LETTER OF ACKNOWLEDGEMENT
It has been an honor for us to prepare a report on EFFECTS OF MUSIC ON COUNSUMER BEHAVIOR Which was assigned to us by MS.SAMINA HASAAN without his rich guidance such a report would not have been any easy task to achieve. We would like to thank MS.SAMINA HASAAN for providing us valuable information that helped us to complete this report. We would again like to take this opportunity and express our acknowledgement distinctly to MS.SAMINA HASAAN for directing us about the technical aspects of the report and we express sincere gratitude to our parents for their continuous support throughout the preparation of this report
MUHAMMAD USMAN ADIL
ALI MUHAMMAD SHAIKH
ZANE HORMUZD TENGRA
TABLE OF CONTENT
Introduction _______________________________________________________________ 4 Roles of music_____________________________________________________________ 5 Uses of different kinds of music_________________________________________
8 Music and marketers_____________________________________________________
10 Commercial business uses of music in advertising ____________________ 16 Effects of Music on Shoppers and Restaurant Patrons ______________ 17 EFFECT OF MUSIC ON CONSUMER BEHAVIOR
“Music has long been an efficient and effective means for triggering moods and communicating None verbally. It is, therefore, not surprising that music has become a major component of Consumer marketing, both at the point of purchase and in advertising.” Bruner, 1990.
The idea of using music as a way of advertising goes all the way back to colonial times when street vendors hawked their good to the tune of a melodic chant. Of course we also know that music has been used often as a way of fixing a product in our mind. A memorable tune that "sticks in your mind" is the marketer's dream. Music that is written for a company or industry often benefits the entire industry. One of the first industry wide musical plugs (no pun intended) was for the tobacco industry through songs such as the 1836 song Think & Smoke Tobacco, by John Ashton and Pipe de Tabac by John Hewitt. Lyrics also play an important part in the use of music as advertising. Just as a catchy tune could attack your senses, a good "jingle" or cute lyrics could become a part of society for quite some time. The power of this form of advertising is just formidable. Consumer researchers have found emotional response to advertisement, by consumers. Background music is one of the major component influencing audience responses to certain products that they buy. Popular music in television commercials is nothing new. In fact, television advertising right from its very beginning in the early 1950s has relied heavily on music to get people’s attention, set a mood, creates the right brand image and sells the advertiser's product. The reason why is simple it works. Music plays an important role on individuals belonging to various cultural backgrounds. Music can relax us, excite us, make us want to get up and dance or simply involve ourselves by listening. That's what makes it such a powerful tool in advertising. Very often, more recognizable songs are used as background music to set a mood or to help establish an image for the product. Early television commercials in the 1950s featured well known classical masterpieces as background music, to attract consumers towards their product. Advertisers later on expanded themselves into jazz and rhythm and blues. Soon TV commercials were featuring songs like Duke Ellington's "Satin Doll" and Gershwin's "Rhapsody in Blue" as background music to help sell a variety of different products.
Music plays the following...
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