Introduction To Sound Marketing


Sounds are an important part of marketing, whether it is in the form of music, songs, the spoken word or noises. Music and sound are part of the promotion element of the marketing mix, so do not usually get a specific article about them. However as sound marketing can produce dramatic results we felt it was useful to provide an article on promotion activity through sounds and music. Sound marketing enables organisations, to target a sense in addition to visual or sight. This can be highly effective as each person uses their senses (smell, sight, hearing, touch, taste) in different ways; the amount people use each sense will differ from one person to the next. As visual marketing is ubiquitous, sound marketing gives businesses the opportunity to differentiate their marketing from others relying just on visual promotional activity.

The diagram below shows some of the things sound marketing can achieve

Promotion through music and sounds diagram

Sound is used in marketing to achieve various objectives including:

Brand Marketing (Reinforce Brands)

Music and sounds can be used to build a new brand or add to a new brand. Sound will be part of the same tool box as corporate logos, trademarks and strap lines.

Influence Behaviour

Music and sounds can be used to influence customer's behaviour by generating contextual memories. Contextual memories take people back to a specific setting or situation. The idea behind marketing that aims to generate contectual memories is that the memory will persuade customers to purchase.

Provide Information

Music and sounds can be used provide customers with information for example through a radio advert or through a telephone “voice over” for telephone callers placed on hold or waiting to talk to the organisation.


To learn about each one of the sound marketing objectives click on the relevant title above or click next to continue reading about all of sound marketing's aims and objectives.



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