Striking the right chord: The power of advertising music (March 7th, online)
Tickets available here https://www.eventbrite.co.uk/e/striking-the-right-chord-the-power-of-advertising-music-tickets-551197475487
Can music influence consumer behaviour? Why do some songs seem out of place in some shops? Why can’t we get some jingles out of our heads years later? Join us for an exciting evening in which we focus on the role of music in advertising, and how it affects customers’ affective, cognitive, and behavioural responses to advertising.
In the first part, presented by Morteza Abolhasani, you will learn about the history of music and marketing research. This shall include a brief history of the key studies in this area in advertising and service/retail contexts. Morteza shall present some of his own work as well as discuss some of the biggest findings in the area.
In the second part, composer James Masters will talk about his experiences in the fields. James works for an advertising music agency, and will go through some of the biggest issues, myths and expectations. He will talk about his own experiences along with his own music, his knowledge of music and the history of audio branding.
The speakers:
Dr. Morteza Abolhasani is a Lecturer in Marketing at the Open University Business School. He received a Civil Engineering and a Bachelor of Business Administration degree, followed by the MSc Consumer Marketing and PhD in Marketing from the University of Liverpool. His main research interests focus upon consumer behaviour, consumer psychology, and sensory marketing. Following on from the programme of research in his doctoral studies including examining the effects of background music in advertising, Morteza is embarking upon exploring the effects of musical in/congruity upon consumers’ affective, cognitive, and behavioural responses, as well as their lived experiences of musical consumption in advertising and service/retail environments. He serves on the Editorial Review Board of the Academy of Marketing Studies Journal, and is a reviewer for several journals, including Marketing Theory, European Journal of Marketing, Journal of Marketing Management, Sustainability, and Journal of Advertising.
Dr. Jamie Masters is a composer, and head of brand strategy at Adelphoi Music. He studied classics at Cambridge (BA, MA, PhD) and took up a Research Fellowship there, before deciding to change career to music. He plays several instruments (including one of his own invention), has written theatre music, a ballet, symphonies, instrumental music, a musical on the theme of Dr Faustus, and made an album of folk/pop songs. He has been with Adelphoi Music for over 20 years, writing music for TV and radio ads. In the last few years, he's increasingly involved himself in the theory and practice of using music for branding, and he now runs the strategy side of Adelphoi's audio branding offering – as well as writing and presenting the Adelphoi Music podcast.
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