Understanding music in advertising and its effect on brand recall for FMCG

Abstract

▪ According to IPA Databank findings, ‘musical ad campaigns are 27 percent more likely to report large business effects than non-music campaigns.’ ▪ A research report named “Strike a chord” involved working with neuroscience specialists at Goldsmiths, University of London and found that ads which used music scored higher on four key parameters (liking the ad, familiarity, liking the music, and the fit between music and ad) than those which did not. ▪ Genre: According to Nielsen's research, “Popular songs are the most effective at invoking an emotional response. Other genres are better suited for price and promotional-based ads that are trying to get information across to audiences. Generic background music helps improve information power. Advertiser jingles help make the brand seem in touch, but they don’t generate as much empathy as other forms of music.” (Exhibit 1) ▪ The jingle comprises the first six notes of a major scale, which is also a very common formula for children's nursery rhymes. This strategic melodic architecture is catchy and easy to remember even after one listening, and it’s so short that it keeps us coming back to our minds.