• Controlador De Vista Previa Outlook 2017

Influencer marketing is one of the industry’s trendy flavors. Connecting consumers with brands through the voices (and images and videos) of celebrities. Or through anyone with influence.

Our recent research, however, reveals that there’s an old-school component to ads that acts much like an influencer: music. Neuroscience shows us that, when used correctly, music can put viewers and listeners in a more positive mood, leading to a greater reliance on intuition and a reduction in both critical thought and focus on detail. This “fluid processing” is an ideal state of mind for processing advertising that brands should be seeking when communicating with consumers.

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Controlador De Vista Previa Outlook 2017

The familiarity that consumers feel with some music also helps to engage memory frameworks, bringing to the brand familiar and positive associations already in place in the minds of consumers. Of course, not all familiarity is positive familiarity. The wrong music can trigger associations that are not in line with core brand values and can overshadow the brand if it is the wrong song, or it may even date the communication. So how do you know whether music creates this “celebrity” or “influencer” halo, and when it positively engages consumers?