Music, Memory, and Marketing

Music is used a lot in advertising, but a lot of work goes into using the right music, to maximise the customer response. This is how.

Firstly, we must understand the psychology of music. When we listen to music, it is processed in the same area of the brain as emotions, therefore songs are very powerful as we feel that they are giving us emotional support, or making us feel sad or happy, but most significantly, we often associate music with specific events or parts of our life. That is again due to the emotional connection. Emotional processing enhances our memory. Therefore, by using music in advertisements, we can create an emotional association with the brand, that will lead to a greater memory of said brand. It is likely that the advertisement will come to the customer’s mind whenever they hear the chosen song. This is a strong tool.

There are many ways in which advertisers can use music. First is to improve emotional memory further through creating a relationship between advert narrative and music. Music that matches the tone of the advert; or relates to, or moves along the advert narrative can improve the memory of said advert through a strengthened emotional association.

Secondly, advertisements can relate the music to the brand’s personality. This is beneficial, as it helps to produce a stronger message and promote the brand personality in a meaningful and memorable way.

However, music and emotional response is a very delicate relationship. Slight differences in music can impact the response that a customer may have. For example songs with minor notes are often associated with sadness (sometimes key for certain advert narratives or charity appeal campaigns), where as music with a fast tempo, higher notes, and even played with a strong instrument, as ara associated with more happy and upbeat emotions (good for creating a positive association with the brand). Alternatively, classical music, and music with acoustic guitars may send a message of sophistication or luxury to the consumer. 

So, as you can see, the music used in the advert is very dependent on what message the brand wants to send to the consumer. The subconscious associations that we make with music, have a great impact on all aspects of our life. As such, within it is marketing possibly one of the strongest tools in a marketer’s toolbox.

-- From Marketing to Mind --