Ta strona wykorzystuje ciasteczka (cookies) w celu zapewnienia maksymalnej wygody w korzystaniu z naszego serwisu. Czy wyrażasz na to zgodę?

Tak Nie Read more

Musical responses under control

What tools do audiomarketing companies use? What does directed stimulation work? How to achieve directed association? Discover the insights of audiomarketing. Discover the power and importance of (background) music at the point of sale.

Just listen

What is your favourite boutique? Where is it? How often do you go there? When did you buy anything there last time? What was that? Do you remember the music you (usually) hear in your favourite shop? Or, maybe, there is no music?

If the last two questions are difficult for you, do not worry. Next time try to listen to the acoustic space of this shop and listen to its ‘acoustic wallpaper’ more ‘analytically’.

Find the dominant element in the audiomarketing strategy of your favourite brand: directed stimulation or directed association?

Before you explore the acoustic background at the point of sale, learn both mechanisms.

Towards directed stimulation

With directed stimulation, the sender uses music to trigger instantaneous effects in terms of attention, stimulation, emotions or mood. To achieve this goal so-called ‘formulaic devices’ are used, e.g. particular scales/modes, types of melodies (contour), rhythm, tempo, volume or register etc.

They have distinctive communicative features as they facilitate effective transmission of meanings and lead to target effects. That is why audiomarketing companies pay so much attention to volume or tempo of the music.

Towards directed association

The second element is composed of directed associations which refer to higher level of musical semantics. On this level, musical devices are used to create associations between musical structure and cultural elements. To achieve this goal, higher order elements are used, e.g. beliefs, attitudes, ideologies or stereotypes.

Such associations are used by audiomarketing companies at the first stage of the overall strategy development when the type of music for a particular brand is selected. This mechanism also defines audiomarketing activities before holidays when playlists for shops gradually include more music associated with Christmas.

Do you know now which mechanism dominates in your favourite boutique?

Author: Sylwia Makomaska

 

#psychologiamuzyki #musicpsychology #marketingsensoryczny #sensorymarketing #audiomarketing #marketing

 

In the Music Psychology Zone, you will find out how (background) music affects customers at points of sale. In subsequent publications, we will explain what strategies are used in audiomarketing and why (background) music can also evoke negative emotions.

Zobacz też: What is efficient audiomarketing? or How does audiomarketing work?
More information:
alexander-ant-ymXJgz_n8vk-unsplash