Why you’re probably wrong about how music works in advertising – just find a catchy tune and make it fit the ad, right? Better still, find something that captures people emotionally and you’re onto winner. Sascha Darroch-Davies, an expert in music in advertising and Aoife McGuinness, a neuroscientist, discuss with Neil why you’re probably wrong. Takeaways: - What really matters in effective music and sound in marketing, and why - Why music in famous advertising campaigns has worked, or not - A different approach to using music and sound in marketing
We live our lives assuming understanding of people and our world. The same is true for marketing. But most of these assumptions are probably wrong, and marketing science and expertise explains why. This series challenges our existing knowledge and considers the implications and opportunities of realising that it’s probably wrong.