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Ljud och musik som marknadsföringsverktyg
University West, Department of Economics and IT, Division of Media and Design.
University West, Department of Economics and IT, Division of Media and Design.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Audio and music as marketing tools (English)
Abstract [en]

The aim of our thesis is to examine how audio and music can be used for marketing purposes. To answer our purpose, we have conducted interviews with six respondents with experience and knowledge of using audio and music in marketing. The respondents came from three different specializations within the industry; producer, bureau and company. We have also analysed the respondents answers through theories such as content marketing, sensory marketing, musical fit and sonic branding. Our results show that knowledge of how audio and music affects us is of great importance to successfully use it in marketing. Further, our study indicates that audio and music tends to be used as a compliment rather than being in focus, which could risk that it instead becomes a deficient, rather than a winning concept.

Abstract [en]

Syftet med vårt examensarbete är att undersöka hur ljud och musik kan användas i marknadsföringssyfte. För att kunna besvara vårt syfte har vi intervjuat sex respondenter som har erfarenhet och kunskap relaterat till att använda ljud och musik i marknadsföring.

Respondenterna representerar tre olika inriktningar inom branschen; producent, byrå och företag. Vi har analyserat respondenternas svar utifrån bl.a. teorier och begrepp som involverar content marketing, sinnesmarknadsföring, musical fit och sonic branding. Vårt resultat visar att kunskap om hur ljud och musik påverkar oss är av stor vikt för att lyckas använda det effektivt i marknadsföring. Vidare indikerar vår studie att ljud och musik tenderar att användas som ett komplement i marknadsföring snarare än att vara i fokus, vilket riskerar till att det istället blir bristande än ett vinnande koncept. 

Place, publisher, year, edition, pages
2015. , 40 p.
Keyword [en]
Audio, music, marketing, sonic branding, brand, musical fit
Keyword [sv]
Ljud, musik, marknadsföring, sonic branding, varumärke, musical fit
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hv:diva-8131Local ID: EXC509OAI: oai:DiVA.org:hv-8131DiVA: diva2:854129
Subject / course
Media and communication studies
Educational program
Digitala media
Supervisors
Examiners
Available from: 2015-09-17 Created: 2015-09-16 Last updated: 2015-09-28Bibliographically approved

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Permanent link

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Citation style
  • apa
  • ieee
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More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
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  • text
  • asciidoc
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