Background Music, Free Music

When consumers carefully consider the message’s content, then the presence of compelling claims about the advertised brand is essential to develop favorable attitudes toward the brand. However, when consumers do not think carefully about the message claims- probably the reality with many products ranging from colas and beers to personal care and household items-the strength of the ad claims becomes less important. Instead, the ad’s persuasive impact depends on whether it contains positive peripheral cues. This is why background music by the Rolling Stones or Elton John may affect attitudes toward the brand even without much conscious awareness of the music. Ad practitioner Elias explains, “I’m not sure that the consumer listens as much to the copy as the advertiser might think. I think the personality of the product is shaped by the type of music chosen.” Music and promotional tie ins to music help marketers position a brand as up to date and reflective of current culture, as well as develop stronger relationships. Macy’s teamed up with GQ magazine and designers ranging from Kenneth Cole and Geoffrey Beene to Perry Ellis and Tommy Hilfiger to create a promotional campaign blending retailing, fashion, and music. In an eight page 2002 holiday ad, Macy’s created an up to date men’s collection featuring musical artists clad in designer duds, with a description of the apparel, the artists, and their upcoming releases. Each designer brand was connected with a music brand, connecting to an established fan base and reflecting a lifestyle segment. Macy’s customers who spent $75 or more on any of the fashions featured in the ad could send in a copy of the receipt to GQ Promotions and receive a free CD by the featured artists. Macy’s rewards its customers with free music (and shopping suggestions), promotes its vendors’ labels, creates awareness for the bands’ upcoming releases, and connects its own brand as well as those of the designers and artists with customers. It’s a quadwin proposition for building relationships at multiple levels.