Hitting the right note: How music's multi-layered effect drives brand recognition and enhances engagement with advertising

This article considers recent research into music in advertising that made use of both the explicit and implicit responses of participants to a series of radio adverts.

Hitting the right note for brands: How music's multi-layered effect drives brand recognition and enhances engagement with advertising

Mark BarberRadiocentre

Music in advertising significantly enhances emotional arousal. It can be a crucial element in ad effectiveness by increasing attention to and recall of the ad, the brand and the message. Music also increases intent to purchase, and can increase actual sales by 10%-30%.

Research produced by Les Binet and Daniel Mullensiefen and published in Admap – Marketing to the senses: music gets under your skin in March 2015 and The power of Musicin October...

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