How firms use music to woo consumers

Research shows that use of songs influences buying habits. FILE PHOTO | NMG
Research shows that use of songs influences buying habits. FILE PHOTO | NMG 

Multinational electronics company, Samsung, has launched a new advertisement in the country for its smartphone, the Galaxy Grand Prime Plus, incorporating the hit song Bazokizo in its background music in a move that could play an important role in influencing consumer buying habits, according to research.

Bazokizo, a gospel song by musicians Collo and Bruz Newton, was released in October last year. It contains a high tempo beat that gets people up on their feet dancing and it has garnered over 1.5 million views on YouTube. It also won the collaboration of the year accolade at the country’s gospel music awards, Groove Awards 2017.

In the advertisement, Collo talks about the device’s features while using the song’s instrumentals. The song’s popularity among consumers could thus act as a deciding factor for consumers and give Samsung an edge as it rolls out the smartphone that costs Sh12,500 in an already competitive market.

“The Grand Prime Plus appeals to the group of millennials who are looking to acquire their first smartphone, hence the choice of working with Collo on this Campaign. This particular entry-level device suits the consumer who does not have a big budget to spend on a high end smartphone, but still wants to enjoy taking selfies and awesome pictures from a good quality front-facing and rear camera,” said Mr Jung Hyun Park, the Managing Director for Samsung Electronics East Africa.

Using popular music in an advertisement can influence consumers’ purchasing intentions.

By relating to the advertisement and committing it to memory, the music can create a favourable attitude towards a brand.

Furthermore, consumers are likely to pay more attention to an advertisement that contains music that they are familiar with and one with a pleasant tune.

 In an experiment conducted on the effects of music on emotional response, brand attitude, and purchase intent in an emotional advertising condition, researchers asked two different groups of participants to watch advertisements.

One group of subjects saw the 12 advertisements with music in the background, while the other saw the same advertisements without background music.

They were then given thirty seconds after viewing each advertisement to mark their emotional response, brand attitude, and purchase intent ratings.

In one of the advertisements about a brand of batteries called Millennium; when the participants saw the advertisement without music, they felt awed, different, wonder, and nostalgic.

The advertisement had a large photo showing a man’s hand putting batteries into a battery recharger. However when music was added, the feelings changed to popular, strong, bold, hopeful, and creative.

The participants’ excitement in viewing the advertisement increased when music was added because the song chosen, at the time, was a fairly current, popular rock and roll song. Purchase intent also improved once the popular music was added.

“The music that was chosen was ‘Heart of Rock ‘N Roll’ by Huey Louis and the News. It has a very strong beat, and is a fun, upbeat, happy rock song.

The music made an appropriate and positive change in feelings. The popularity of the music made the viewers feel popular. The strong, definite beat made them feel strong.

- African Laughter