Music as Persuasive Communication StrategyinAdvertising and Branding

The present paper is the review article on the role of music in advertising and branding. The paper elaborates different factors which influence the mood and attitude of the consumer which is an important aim of advertising and branding. Consumers relate to the brand because of music played in its ad. Music is a connection between a consumer and a brand. The author used the methodology for the paper is to review various articles, papers, and books written by different authors and to evaluate the thoughts to come to the conclusion. To explain better the author has mentioned various examples from advertising and branding industry. The review found out that there are many benefits of using music in advertising and branding also there are some risk involved. Sometimes this strategy backfires too. Therefore, the characteristics of the audience should be carefully kept in mind before adopting any music for advertising and branding. Key Words: Music, Advertising, Branding, Persuasive Communication, Advertisements