Med musik som försäljningsredskap : En studie av musikens kommunikationsvärde i TV-reklam

This essay examines the persuasive side of music and its affect on consumer behavior when utilized in television commercials. It includes an interpretation of twelve study cases, in which three groups of four people is presented the same commercial, with different music being the only item dividing the groups. This is followed by a few questions about the product. The aim is then to see how the answers differ from one group to another, and how they match the music’s presupposed connotations suggested in the theory part of the essay, thus, observing the communicative, and eventually persuasive, power of music in television commercials. The main question is: how might music utilized in a television commercial power people’s opinions about the product in that commercial. The results show how music may alter people’s opinions about the product in the commercial, and that the interviewees’ opinions, in most cases, match the music’s presupposed connotations. The study’s results confirm what was previously found by Adolfsson in 2007. By comparing results from then and now it adds to the understanding of musical meaning in everyday life.

The use of music in television advertising to successfully target the audience. A John Lewis case study.

The use of music in television advertising to successfully target the audience. A John Lewis case study.

Michigan Forever" postcard advertising sheet music for the song

(Original loaned to library for scanning)

Predictability of music descriptor time series and its application to cover song detection

Intuitively, music has both predictable and unpredictable components. In this work we assess this qualitative statement in a quantitative way using common time series models fitted to state-of-the-art music descriptors. These descriptors cover different musical facets and are extracted from a large collection of real audio recordings comprising a variety of musical genres. Our findings show that music descriptor time series exhibit a certain predictability not only for short time intervals, but also for mid-term and relatively long intervals. This fact is observed independently of the descriptor, musical facet and time series model we consider. Moreover, we show that our findings are not only of theoretical relevance but can also have practical impact. To this end we demonstrate that music predictability at relatively long time intervals can be exploited in a real-world application, namely the automatic identification of cover songs (i.e. different renditions or versions of the same musical piece). Importantly, this prediction strategy yields a parameter-free approach for cover song identification that is substantially faster, allows for reduced computational storage and still maintains highly competitive accuracies when compared to state-of-the-art systems.

Influencia de la combinación de marketing digital y marketing tradicional en el comportamiento de las ventas empresariales. Caso: música digital Universal Music Ecuador

Las ventas del formato físico de música se han reducido en Ecuador por falta de control de la piratería y elevados precios de venta al público, provocando la reducción de tiendas discos y el fortalecimiento de la ilegalidad. El lanzamiento de tiendas digitales legales de música en el país representa una oportunidad para las compañías discográficas de impulsar el consumo de música digital, destacando iTunes como la plataforma de mayor difusión y penetración, frente a la cual ninguna compañía ha desarrollado una estrategia. Universal Music es la compañía discográfica número uno en el mundo, y en Ecuador la única con operaciones propias, para la que se propone una estrategia mixta de marketing tradicional y digital, siguiendo una estrategia genérica de enfoque, actual en la empresa, orientada al segmento joven y joven – adulto y estrategias específicas de: penetración de mercado a través del diseño de un plan de comunicación de medios online y offline que promueva la venta del producto digital de la empresa en iTunes e incremente su participación en el mercado musical digital del país, y una estrategia específica de diversificación concéntrica proponiendo la música digital como nuevo formato de calidad, variedad y bajo costo para un mercado que opta por la piratería ante la falta de opciones. El plan de acción considera estrategias y herramientas obtenidas el análisis de las 4 P tradicionales y las 4 nuevas P, desde un enfoque online y offline de product e- marketing, e-promotion, e- communication, e-advertising, ecommerce. La implementación de la estrategia contempla la aplicación del plan mixto de medios propuesto para el nuevo disco del cantante Juanes “Loco de Amor”, con énfasis en la campaña de medios online.

What makes an ad enjoyable? Analysing advertising appeals as viewed by Portuguese consumers

Nowadays, consumers are faced with a variety of media that convey myriad advertising messages, which struggle amidst a highly competitive environment, with a view to drawing the viewers’ attention, raising awareness, creating interest and inspiring desire and, ultimately, leading to the purchase of the product/service at stake. For this, advertising professionals deliberately intertwine their selling arguments with emotionally-charged creative concepts. It is the aim of this study to analyse the impact of the main creative appeals and to identify groups of consumers based on their attitudes towards them. We have undertaken a quantitative study, by means of a survey administered to a convenience sample with a list of creative appeals, which had to be classified by the respondents according to their attitudes. Globally speaking, the preferred appeals were humour, music and animation. Nonetheless, it was possible to divide the respondents into three groups. ‘Advertising fans’, the ‘rationally-minded’ and the ‘emotionally-minded’. This study presents some limitations, especially as to the sample used. Apart from the reduced number of respondents and lack of more widespread geographic reach, some academic qualifications were underrepresented. The results of this study offer some avenues to be explored by marketing and advertising professionals when it comes to deciding on the best creative approach to select for their advertising campaigns. Besides, this study paves the way to the development of future research on the issue of advertising appeals and its relationship with the psychographic characteristics of consumers.

Characterizing chaotic melodies in automatic music composition

In this paper, we initially present an algorithm for automatic composition of melodies using chaotic dynamical systems. Afterward, we characterize chaotic music in a comprehensive way as comprising three perspectives: musical discrimination, dynamical influence on musical features, and musical perception. With respect to the first perspective, the coherence between generated chaotic melodies (continuous as well as discrete chaotic melodies) and a set of classical reference melodies is characterized by statistical descriptors and melodic measures. The significant differences among the three types of melodies are determined by discriminant analysis. Regarding the second perspective, the influence of dynamical features of chaotic attractors, e.g., Lyapunov exponent, Hurst coefficient, and correlation dimension, on melodic features is determined by canonical correlation analysis. The last perspective is related to perception of originality, complexity, and degree of melodiousness (Euler's gradus suavitatis) of chaotic and classical melodies by nonparametric statistical tests. (c) 2010 American Institute of Physics. [doi: 10.1063/1.3487516]

Music and faith: The religious scene in the Brazilian phonographic market

This text discusses the phonographic segment of religious music in Brazil in its two main manifestations, linked respectively to the Catholic and Protestant traditions. The text offers a brief history of both traditions, as well as a description of their main recording companies and artists of greatest prominence. In its final part. the text presents the strategies that bring together recording companies and independent artists, as well as ponders over Brazil`s independent musical production as a whole.

The Effects of Live, Taped and No Music on People Experiencing Posttraumatic Amnesia

This study compared the effects of live, taped, and no music, on agitation and orientation levels of people experiencing posttraumatic amnesia (PTA). Participants (N = 22) were exposed to all 3 conditions, twice over 6 consecutive days. Songs used in the live and taped music conditions were identical and were selected based on participants' own preferred music. Pre and posttesting was conducted for each condition using the Agitated Behavior Scale (Corrigan, 1989) and the Westmead PTA Scale (Shores, Marosszeky, Sandanam, Batchelor, 1986). Participants' memory for the music used was also tested and compared with their memory for pictorial material presented in the Westmead PTA Scale. Results indicate that music significantly reduced agitation (p

The knowledge gap: A perspective on trade, industry, technology and policy from pre-war Australian music technology manufacturing (1903-30)

Australia struggles to achieve economic competitiveness, prevent expansion of the trade deficit and develop value-added production despite applications of policy strategies from protectionism to trade liberalisation. This article argues that these problems were emerging at the turn of the century, and that an investigation of music technology manufacturing in the first two decades of this century reveals fundamental problems in the conduct of relevant policy analysis. Analysis has focused on the trade or technology gap which is only symptomatic of an underlying knowledge gap. The article calls for a knowledge policy approach which can allow protection without the negative effects of isolation from global markets and without having to resort to unworkable utopian free-trade dogma. A shift of focus from a 'goods traded' view to a knowledge transaction (or diffusion) perspective is advocated.

Time flies with music whatever its emotional valence

The present study used a temporal bisection task to investigate whether music affects time estimation differently from a matched auditory neutral stimulus, and whether the emotional valence of the musical stimuli (i.e., sad vs. happy music) modulates this effect. The results showed that, compared to sine wave control music, music presented in a major (happy) or a minor (sad) key shifted the bisection function toward the right, thus increasing the bisection point value (point of subjective equality). This indicates that the duration of a melody is judged shorter than that of a non-melodic control stimulus, thus confirming that ""time flies"" when we listen to music. Nevertheless, sensitivity to time was similar for all the auditory stimuli. Furthermore, the temporal bisection functions did not differ as a function of musical mode. (C) 2010 Elsevier B.V. All rights reserved.