engleski

Music Influence on Product Perception in Advertising

The premise of this work is that the choice of music used in advertising can directly influence customer product perception. The different music styles used in advertisings can be created by changing structural characteristics of the composition. This way, different associations can be developed in message receivers – the customers. The producer can manage music by determining lead structural characteristics in order to achieve different emotions in customers, making the brand recognizable and fixing it in the customer’s mind. The research subject is the influence of different music types used in advertisings on customers perception of the products. The goal is to determine the impact music has in advertising with regard to product associations. The methods used are differentiation, polarization and extraction of structural characteristics of existing musical pieces and composing new musical works. Using statistical methods, research is held on 47 subjects trying to find the connection and influence between varying music clips and the associations generated by these clips. The results show that music can be utilised as an instrument for the purpose of positioning a product on the market and for the segmentation. Welltargeted and appropriately composed music earmarking a product for marketing purposes influences the perception of the product itself.

interaction of music and product, music influence, product perception, music in advertising, product positioning

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