Music and Its Role in Marketing

Music plays a major role in all parts of entertainment whether it's the faint sounds of elevator music or live in a concert.  When you take the time to think about it, no other source of entertainment would be the same without music.  Imagine watching a movie with no music to support the actions or help the story along.  That would be the most lifeless movie since silent films.  Imagine trying to watch your favorite TV show and there is no intro music, or filler for the silent areas.  The fact of the matter is that music is the best compliment to most other forms of entertainment.  This post will further discuss how it specifically plays a part in marketing.  Here is an example of a movie that makes great use of music to go along with actions, the very famous Rocky. 

Music has been around as an advertising tool for years now.  Marketers have figured out that certain types of music affects the way people shop.  This is why when you go into a super market, or department store, more often than not you will hear music in the background.  There is a psychological effect on us while we subconsciously listen to music and go out shopping and this is why this method works.

This method of getting consumers to spend more while buying is also used to affect the employees.  "...background music is thought to improve store image, make employees happier, reduce employee turnover, and stimulate customer purchasing"(Milliman).  This goes to show, that music has an effect on both sides of the spectrum.  This form of entertainment not only influences the purchasing behavior of consumers but also allows workers to be more efficient and improve quality of life while on the job, which is extremely important.  

It is also common for stores to employ certain techniques when it comes to playing music.  For example, Target could try to play a more mellow type of music during the day on a weekday, but want to play more upbeat or hip music for younger crowds on the weekends.  There are other stores that don't pay as much attention to detail and will keep the same playlist or CD playing for the entire day.  This may not have a wearing effect on the customer of the store, but rest assured getting as far away from work will be the only thing on your employees minds after a couple hours of the same songs.

Music has always and will always continue to make a difference in the way we advertise and market products.  Even when we are not paying attention, or don't believe it is having an effect on us it very well can.  There is an entire subconscious aspect that goes behind this mode of marketing, and it is the mot important part to understand in order to get the bigger picture.  Using music as a marketing tool is a great way to attract customers and keep employees going strong.





Sources :

http://www.jstor.org/stable/1251706?seq=1#page_scan_tab_contents (Milliman)