I was talking a client through his music choices for his radio script the other day, and wondered if there was any research out there on this topic – it turns out I could find very little online (see the bottom of this post for those that I found) – so my preferences were based on my experiences – yours might be different.
You may not have even thought about it, but do different music styles influence people subconsciously when they are listening to radio ads? Is there a perfect match with music style and product?
So I ran through a generic list of 5 that I usually say to clients and come up with these preferred styles and products – see if you agree or disagree with them?
Of course there are sub-genres of these – but these are the 5 basic styles I tend to use, then I assign a mood with them to help my commercial producer to pick the right track to suit…
1. Upbeat music: Upbeat music such as pop, dance, or electronic music can create a positive and energetic atmosphere that can increase impulse buying for products such as clothing, cosmetics, and food items.
2. Classical music: Classical music is often associated with sophistication and elegance. It can create a relaxed atmosphere and encourage people to take their time and consider luxury products such as jewellery, high-end cars, or expensive watches.
3. Country music: Country music is often associated with values such as family, patriotism, and rural life. It can influence people to buy products that reflect these values, such as home appliances, pickup trucks, or outdoor equipment.
4. Jazz music: Jazz music is often associated with creativity, sophistication, and a relaxed atmosphere. It can encourage people to buy products such as art, books, and gourmet food items.
5. Hip-hop and R&B music: Hip-hop and R&B music are often associated with a luxurious lifestyle and urban culture. They can influence people to buy products such as designer clothes, sneakers, and electronic gadgets.
Because different styles of music evoke different emotions and values it is only natural that they also can influence people’s buying behaviour.
By selecting the right music for their target audience, your commercial scripts can create a more effective and memorable commercial to help to drive and increase sales.
However, it is essential to note that the effectiveness of music in influencing purchasing behaviour can vary from person to person and is influenced by many factors, including individual preferences, cultural background, and situational factors.
As I said I was hoping to find some research to back this claim up – and these are the ones I found:
The BEST one I found was on the Radio Centre website : TURNING ART INTO SCIENCE – this was amongst some amazing other resources too… HERE
Next was 2 academic reports:
Music and Radio Advertising: Effects of Tempo and Placement (from 1994) – the full report is an interesting read.
And… Does Background Music Really Help Radio Commercials? The Effect of Involvement on Ad Recall (from 2011) – which you have to register to look at (sorry!)
