Music Is More Memorable Than Visuals In Marketing, New Study Suggests

Music Is More Memorable Than Visuals In Marketing, New Study Suggests
SHARE
THIS



A new Australian consumer study has revealed music can be more effective than visuals in shaping perceptions of a company’s brand.

While visual branding has traditionally been the sole focus for many organisations, research by audio branding specialist PHMG has found that 66 per cent of survey respondents actually believe music is more memorable when used in marketing.

The research also measured the reactions of 1,000 Australian consumers to a series of audio clips and found music is capable of producing strong emotional reactions that can influence how a business is viewed.

Furthermore, subtle changes in instrumentation, style, key and chord can substantially alter these perceptions.

Strings playing short, sharp notes in a major key were found to have a largely positive impact, as 87 per cent of respondents associated them with feelings of happiness and excitement.

However, a change to any one variable can make a big difference, as a shift from major to minor provoked a sense of sadness or melancholy in 83 per cent of respondents.

The acoustic guitar was one element of instrumentation that was found to have a generally positive impact, particularly when played in a major key, as 90 per cent of respondents found this to be caring, calm and sophisticated.

Perhaps unsurprisingly, the repetitive nature of high-intensity drums provided a sense of drive, energy and motivation.

When played ahead of the beat in a standard 4/4 time signature, percussive elements will create a sense of urgency and intensity, but when played behind the beat, they will feel more languid and relaxed, according to the study.

On the other hand, the bold, brooding feel of brass instrumentation, particularly when played in open fifths, overwhelmingly made respondents feel angry, sad or reflective.

Daniel Lafferty, director of music and voice at PHMG, said: “This study underlines the emotional power of music and its potential for conjuring a clear picture of an organisation’s values and ethos in the mind of the listener.

“Our hearing is a more powerful emotional sense than our sight, so there is a clear opportunity for businesses to broaden their marketing horizons and gain a competitive edge by making better use of audio.

“The phone is one obvious channel where businesses should pay close attention to the sounds that customers hear, but this equally applies to radio and television advertising, videos and product sounds.

Lafferty said it was important that organisations carefully design brand audio by defining the brand values they would like to convey and ensuring the different variables are matched to these values.

“Inappropriate music can lead customers to develop negative perceptions of a brand that may prove hard to shift,” he said.

Please login with linkedin to comment

audio audio branding audio marketing Music PHMG

Latest News

Mitre 10 Launches New Campaign To Celebrate The Real Stories & People Behind Its Stores
  • Campaigns

Mitre 10 Launches New Campaign To Celebrate The Real Stories & People Behind Its Stores

Mitre 10 has launched a new grassroots marketing campaign to celebrate the real stories and people behind its stores. The ‘Built by Families’ series uses documentary-style videos to bring to life the legacy of local family-run businesses and the unique connection each has to its local community. Karen Fahey, IHG’s General Manager of Marketing, said […]

Integral Ad Science Appoints Tom Sharma As Chief Product Officer
  • Advertising

Integral Ad Science Appoints Tom Sharma As Chief Product Officer

Digital ad verification platform Integral Ad Science (IAS) has announced Tom Sharma will join the company as Chief Product Officer, effective November 2, 2020. This new hire will accelerate IAS’s global product expansion, including plans to enhance its industry-leading Connected TV (CTV) solution. Sharma will be based in New York and report directly to IAS […]

Inner Health’s Iconic Blue Bugs Are Back In New Brand Platform Via VMLY&R
  • Media

Inner Health’s Iconic Blue Bugs Are Back In New Brand Platform Via VMLY&R

Inner Health has revolutionised its famous blue bugs as part of a new brand platform launching this week.  Developed by VMLY&R, the new platform ‘Listen to your Gut’ re-introduces the bugs in a whole new environment.  VMLY&R Client Service Director Jo Millington said the new platform aimed to reposition Inner Health as an overall health […]

Special Group Launches In The US Market
  • Advertising

Special Group Launches In The US Market

Independent creative company Special Group has entered the U.S market with William Gelner leading the LA-based agency as Chief Creative Officer, and Uber Eats as its founding client. The launch of the international office follows the profound success of Special Group’s global work for Uber Eats, including its launch of the internationally recognised ‘Tonight I’ll […]

MINT Expands Technology Portfolio With The Addition Of Audio Brand Bang & Olufsen
  • Media

MINT Expands Technology Portfolio With The Addition Of Audio Brand Bang & Olufsen

Insight-led communications consultancy, The Mint Partners has expanded its technology portfolio with the addition of luxury audio lifestyle brand Bang & Olufsen. Founded in 1925 in Struer, Denmark, Bang & Olufsen has pushed the boundaries of audio technology for almost a century. The company continues to be at the forefront of acoustic innovation with its […]

RAC Insurance Tells WA Locals “We See What You See” In New Spot Via Wunderman Thompson
  • Campaigns

RAC Insurance Tells WA Locals “We See What You See” In New Spot Via Wunderman Thompson

WA car and home insurer, RAC has launched a new campaign to show locals that they understand the priceless relationship members have with their belongings. Created by Wunderman Thompson Perth, the campaign titled ‘We See What You See’ uses computer generated imagery (CGI) to depict the unique relationship a family has with their insured items – […]

TPG Telecom Appoints Paper Moose As Creative Agency For New Brand Felix
  • Campaigns

TPG Telecom Appoints Paper Moose As Creative Agency For New Brand Felix

Paper Moose has created a campaign for the recently announced carbon-neutral telco brand, felix, due to go to market towards the end of the year. This is the first work from Paper Moose since winning a competitive pitch for the new TPG Telecom brand. The teaser campaign raises awareness of the nearly 1 million tonnes […]

  • Technology

Why Apple Is Building Up Its Search Engine

Forget the shiny gadgets & skivvies, evidence is mounting that Apple could possibly be the Fourth Order Of The Sith.

by B&T Magazine

B&T Magazine
The Two Murrays Return To Weekends On 2GB And 4BC
  • Media

The Two Murrays Return To Weekends On 2GB And 4BC

Two of Australia’s favourite broadcasters are returning to radio with Murray Wilton and Murray Olds (aka The Two Murrays) set to deliver five hours of news, sport, entertainment, lifestyle and plenty of frivolity over summer weekends on 2GB and 4BC. Their new show launches this Saturday, October 31, and continues on weekends right through until the […]

The Brag Media To Exclusively Represent Australia & New Zealand Audiences Of Variety
  • Media

The Brag Media To Exclusively Represent Australia & New Zealand Audiences Of Variety

The Brag Media, Australia’s number one music and entertainment publisher, has today announced it will exclusively represent Australia and New Zealand audiences for Variety. Variety is the most authoritative and trusted source of entertainment business news, reaching an audience of affluent influencers. For 115 years, influential producers, executives and talent in entertainment have turned to […]

Chello Picks Up ShopifyPlus And Four New Hires
  • Media

Chello Picks Up ShopifyPlus And Four New Hires

Chello has announced three business wins across its business and four new hires to support recent growth. Joining the agency’s roster is ShopifyPlus APAC along with project work with ShopifyPlus North America, Shef, and Raine & Horne’s national brand. These wins complement the agency’s existing LIV by Mirvac and Qudos Bank accounts. ShopifyPlus APAC Marketing […]

New Campaign For MyDeal.Com.Au Urges Aussies To Bag Their Own Deal
  • Campaigns

New Campaign For MyDeal.Com.Au Urges Aussies To Bag Their Own Deal

MyDeal.com.au made a splash in the online retail sector last week with its successful IPO on the ASX. This week, however, the brand has made waves on television screens nationwide with the release of its lyrical 2020 Christmas campaign for the all-important December quarter, created in partnership with Cyclone Creative Agency. While COVID-19 has affected […]

QMS Showcases B&T Women In Media Winners
  • Media

QMS Showcases B&T Women In Media Winners

Women In Media winners not only receive industry esteem and a cheap looking trophy, but their own digi billboard too!

by B&T Magazine

B&T Magazine