Need everyones help!

**jandmsolution** · 12-31-2007 05:42 PM

Hey everyone,

I am President in a New Theory of Marketing group at NYIT. The question is the affect of music in commercials.

Does music effect you when watching and listening to a commercial? If so, how does it effect you?

Example: Music effect me when watching commercials. Watching a commercial of the new rambo movie and listening to Drowning Pool gets me pumped about the movie. But there is also a new age mortage company on the radio on B96 in Illinois. The background music is more of a dance/techno and the President of the company is Italian and by the confidence he speaks and the music gives it a feel that normal mortage bankers don't.

**Xanifur** · 12-31-2007 05:48 PM

I think music always has an effect, whether you consciously recognize it of not. It sets a tone or mood.

**BusinessAdviser** · 12-31-2007 06:04 PM

Music can have several different effects when used in a commercial.

First, the music can affect the viewer in a way that is really independent of the visual aspect of the commercial - being the leading factor in the customer's perception. What I mean by this is that a viewer can base his/her perception of the product and/or company solely on his/her personal musical preferences. If a commercial featuring a song by Jimi comes on, even if I know nothing of the product or company, I will tend to have a positive perception of the product and/or company solely because of the affiliation with the song that I just heard and love. On the flip side, if a commercial comes on playing "Crazy" by Gnarls Barkley, even if I know nothing of the product or company (or even if I do), I will tend to have a negative perception of the product and/or company solely because of its affiliation with the song that I just heard...AGAIN...and can't stand anymore.

Second, the music can affect the viewer in a way that is much more complimentary of the visual aspect of the commercial - being the secondary factor in the customer's perception. What I mean by this is exactly the same concept as to which you were referring with the Rambo example. In this case, the main determinant of my perception of the product and/or company is the visual aspect, but the music plays a part in how the visual aspect affects my perception. It can push my overall perception in a number of different ways, but it is still anchored in how the visual aspect affects me. In other words, it helps set the mood. (Think about taking a date out to dinner. The music played in the background will not define your date's perception of the date, but it will tend to set the mood, which will vary depending on whether the music playing is Barry White or Marilyn Manson, for example.)

What determines whether the music is a leading or complimentary factor? I think that a number of things: personal preferences, previous exposure to the music, product, or company, mood, etc.

Hope this analysis helps a bit. Anyone else have thoughts?

**CASEYPHELAN** · 12-31-2007 10:50 PM

Italion Mort broker in Illinois? You must be talking about Nick Memeti.

**rlmedia** · 12-31-2007 11:23 PM

It depends on the sort of person you are really, it may sound really good and motivating to you but sound like something annoying to another person.

Music does play an important role in commercials and is it draws people into it. If people weren't watching enough tv as it is.

I stop watching T.V - how often do you see something that could benefit you.