Music and colors have already been studied in various fields such as medicine or management. We now focus on the areas of marketing communications and consumer behavior. These empirical studies show how these variables can be used effectively in advertising to influence the perception of a consumer. These variables can accentuate consumer perception by their non-verbal behavior. These are the vectors that allow universal communication to convey emotions; therefore they act as signifiers and are sometimes related to language.
These variables modulate the brand, so that consumer attitude toward the brand and buying behavior is modified. For instance, there has been evidence showing that the slogans of a product were better remembered when there was an appropriate theme song. Various studies were also conducted to explain the symbolism of color, but never have their roles in the perception of the brand been highlighted.
Tags: Consumer Behavior, Marketing Communications, Brand Image Dissemination
[...] If the objectives are achieved, it is understood that there is overall consistency between all the ingredients of the advertisement. Sources Articles - LICHTLE. M.-C., April-June 2002, "Color of an advertisement, and tastes of individuals brand perception", Journal of Marketing, No.26, p.29-35. - Gallopel. K "Influence of music on advertising the formation of the brand," French Review of Marketing, No p.73-85. [...]
[...] It must be consistent with the values of the group to which it is addressed. Conclusion The tastes of individuals affect their way of approaching the brand. So not only the selected variables must be consistent with the image that we want to give, but also that it should be consistent with the tastes among the most common target. For example, if it's the symbolism of light purple and faint line with our product, the effect is positive in the formation of the image, it is known that this color is generally appreciated by our target. [...]
[...] There is evidence that these variables contribute to the success of a commercial communication, it would be appropriate to spend more time in preparing advertisements. The music is also relatively inexpensive compared to other elements such as images and dialogue that also serve to differentiate the product by intangible attributes (K. Gallopel) Adaptation in internal It has been shown theoretically that the evocations made by the music is transferred to the product and therefore have changed the perception of consumers. Companies must now adapt these general results to their own case. [...]
[...] If more colors and popular music are used then it is better for the brand itself. Research is essential, because they generally quantify the results gained, and would sometimes refute, here the case could be on the color palette. The current trend is the sensory marketing; here the focus is in two senses: sight and hearing. The ultimate goal is to attract customers when they are in a good mood to buy The multidisciplinary It is important to mix disciplines (psychology, sociology, marketing, musicology, philosophy . [...]
[...] These variables can accentuate consumer perception by their non-verbal behavior. These are vectors that allow universal communication to convey emotions; therefore they act as signifiers and are sometimes related to language. I-Concepts 1.1 Influence consumer behavior and branding The results of this research According to the research, music and color affect the perceived qualities of the brand. MC LICHTLE shows that color affects the perception of the product (size, weight . but also it can influence the intentions to purchase, or actual purchase, which is particularly relevant to businesses. [...]
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