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Musiken som skapade varumärket

Isell, Rutger LU ; Kloow, Alexander and Peyron, Leo LU (2014) SKDK01 20141
Department of Strategic Communication
Abstract (Swedish)
As a result of technological advancements, marketing of various shapes have ex-ploded. In today's society it is not a question of where, what or how to spread a message, it's about getting someone to listen. This paper aims to raise awareness of the role of music in marketing, specifically how music in advertising can affect consumers' perception of and approach to an enterprise. By developing an under-standing of how music in Television advertising influences consumers, music can be used as leverage when the company is positioning itself. A strong position may well ease the development of consumer relations. To support our research we have developed a commercial for a fictitious brand and thus eliminated any pre-existing attitudes towards... (More)
As a result of technological advancements, marketing of various shapes have ex-ploded. In today's society it is not a question of where, what or how to spread a message, it's about getting someone to listen. This paper aims to raise awareness of the role of music in marketing, specifically how music in advertising can affect consumers' perception of and approach to an enterprise. By developing an under-standing of how music in Television advertising influences consumers, music can be used as leverage when the company is positioning itself. A strong position may well ease the development of consumer relations. To support our research we have developed a commercial for a fictitious brand and thus eliminated any pre-existing attitudes towards a company. We conducted 30 individual experiments using the commercial, only switching the music in each version, including one silent version. As a result, we have been able to see relevant differences between attitudes toward the brand. By addressing the research question in this way, we claim that the results are of relevance to our key-research question; the role of music in ad-vertising when positioning. After extensive experiments we conclude that music in advertising affects both perception and attitude. We also found that the amount of information and the nature of the information depending on the choice of music differed significantly. This suggests that marketers should consider the strategic choice of music when positioning, as music can influence how the information is perceived. (Less)
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author
Isell, Rutger LU ; Kloow, Alexander and Peyron, Leo LU
supervisor
organization
course
SKDK01 20141
year
type
M2 - Bachelor Degree
subject
language
Swedish
id
4463176
date added to LUP
2015-01-14 16:00:46
date last changed
2015-01-14 16:00:46
@misc{4463176,
  abstract     = {As a result of technological advancements, marketing of various shapes have ex-ploded. In today's society it is not a question of where, what or how to spread a message, it's about getting someone to listen. This paper aims to raise awareness of the role of music in marketing, specifically how music in advertising can affect consumers' perception of and approach to an enterprise. By developing an under-standing of how music in Television advertising influences consumers, music can be used as leverage when the company is positioning itself. A strong position may well ease the development of consumer relations. To support our research we have developed a commercial for a fictitious brand and thus eliminated any pre-existing attitudes towards a company. We conducted 30 individual experiments using the commercial, only switching the music in each version, including one silent version. As a result, we have been able to see relevant differences between attitudes toward the brand. By addressing the research question in this way, we claim that the results are of relevance to our key-research question; the role of music in ad-vertising when positioning. After extensive experiments we conclude that music in advertising affects both perception and attitude. We also found that the amount of information and the nature of the information depending on the choice of music differed significantly. This suggests that marketers should consider the strategic choice of music when positioning, as music can influence how the information is perceived.},
  author       = {Isell, Rutger and Kloow, Alexander and Peyron, Leo},
  language     = {swe},
  note         = {Student Paper},
  title        = {Musiken som skapade varumärket},
  year         = {2014},
}