Sound advertising

Sound advertising - is a product advertising transmittable through audio storages. It is one of the effective ways to influence on consumers. Audio advertising is addressed to the ears of the buyer, which are mostly free, unlike visual perception, which is consentrated on the goods. Therefore, audio advertising reaches buyers more efficiently than visual advertising on the points of sales.
Researches show that about 70% of the final decisions in a favor of a product buyers are making on the points of sales (in the category of consumer goods). Indeed, acquiring, for example, food products, consumers with great ease are changing preferences and tastes, and transferring from one brand to another. All this means that music advertising on the points of sales has a very great potential. It is important to note that the audio advertising may include also other elements of audio branding, including jingles, audio logo, brand music, unique sounds of the goods and so on.
Audio advertising contains an information component. This is a powerful tool for informing customers about promotions, sales, discounts, prize drawings. It reveals useful properties of products, draws attention of buyers to product and provides them with additional motivation for purchase trial of an advertised product. Informative component appeals mainly to the verbal and conscious thinking of the buyer and therefore tend to act immediately.
The importance and effectiveness of advertising contact with the consumer directly before buying is clearly visible in the scheme of decision making (model AIDA: attention-interest-desire-action). Sound advertising on the points of sales strengthens connections in the end of this chain (a person that comes to the store already has a desire to make a purchase), which determines its effectiveness.
In November 2002 TNS Gallup conducted a research titled "Effectiveness of audio advertisements in trade networks". The aim of the study was to determine the ratio of buyers to a sound advertising and study the effectiveness of this channel. Attitude towards sound advertising at points of sales:
� 35% of the visitors trust advertising;
� 78% of visitors it does not irritate;
� 41% of visitors consider it useful for themselves.