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When choosing music for television commercials, advertising professionals are conditioned by a series of factors, such as the objectives of the advertising campaign: remembrance, recognition, notoriety, sales, etc. This article carries out a study of the music used in advertising and its effects, seeking to identify the qualities of the musical themes used in advertising that influen- ce the audience and to know the most effective type of music to achieve the campaign objectives.
For this purpose, a quantitative methodology was used, consisting of a combination of questions and audios relating these issues, ai- med at an audience of between 18 and 60 years of age. A total of 12 adverts were analysed in the article. The results of the study confirm that the use of pre-existing music favours the memory of the ad over the use of jingles.
The advantages of using music in advertising are undeniable. As early as , Gorn found that when well-known and generally liked music was used, product preference increased This proven link, together with the evolution of companies to continue competing in an exponentially growing market, means that more and more brands are choosing to integrate music into their marketing strategies, despite the complexities involved.
The relevance of music in advertising has been addressed both in recent works An- glada-Tort, et al. In this case, an experimental study is carried out on a sample of the Andalusian population in order to test the effectiveness for brand recall of the use of music in different spots and brands. The main objective of this paper is to investigate and learn as much as possible about the real relevance and importance of music at the corporate level, as an organisational communication tool, as part of its advertising and media strategy.
