This study confirms that consistent use of brand music can be one of the most effective tools for advertiser brands and can be implemented in any medium that uses sound.
- Agencies and clients acknowledge the subtle power of music but lack a common language about how to harness that power
- This study shows that ads which use music strategically score more highly across a range of measures than ads that do not feature any music and those that use music tactically
- This is true at the explicit level (people scoring the ads for like-ability) but also for brain response at the implicit level measured using EEG tests (beta-gamma brain wave activation)
- This endorses the IPA Databank ﬁndings – ad campaigns that use music achieve better results across a wide range of success metrics, including sales
- Semiotic analysis reveals how music conveys strong rational and emotional associations for brands
Source: Radiocentre UK