Purchase occasion influence on the role of music in advertising

Purchase occasion influence on the role of music in advertising

Advertising Forecasts 2012

advertising-forecasts 2012

Academic Paper - product sound design and emotional branding

Evaluation of product design within the context of emotion design and emotional branding

Sound and Brand on websites

Sound and Brand Article

AIGA Articles

building brand-value-through-sound
sound-value-creating-an-audio-identity-for-cisco/

CONTINGENCIES

If everything fails then my project will enevitable be rubbish, but they say its good pratice to have a back-up plan....

The proposed project will rely on as many testing participants as possible in order to gather results.  All participants will be required to give consent for using any personal details and results of their questionnaire in the dissertation.  Depending on the general public’s willingness to participate it may cause a problem if too small a number complete the questionnaire rendering the results unreliable.  There will also be a risk that some of the questionnaire results may be unusable.  If this is the case it will need to be stated that the overall results obtained from the statistical analysis are in fact unreliable and will need to be taken into account upon reflection.  It should also be stated that further testing is required. (I will do my up-most to rally the troops for this one and will take full advantage of facebook, family, friends and friends of friends of friends)

The interviews proposed for marketing and brand research are dependant of suitable candidates being available whether it be for a physical meeting, telephone interview or via email.  If it should result that no such candidate is available for the marketing research for objective 1.0 further research of literature will be required instead.  If no such candidate is available to provide brand information regarding their company, permission to access the information online or via a marketing portfolio could be requested.  In the situation that gaining permission to use any company’s brand for the purposes of the project is rejected then creating a fictional company and brand will be required.  It may also be an option to gain information from fellow students undertaken other projects. (The marketing guru I have in mind is lecturer Jason Turner, he was suggested to me by Kenny McAlpine and I reckon he is the one most likely to be available and willing to give advice.  I secretly have Abertay Uni in mind for my company of choice, I  figured it should be reletively easy to access and also may earn brownie points, also adds a bigger incentive to do well as I wouldn't want to shame the insitiute!  I will enquire with Kenny about the possibility....)

Undertaking the practise based research and creating the artefact will rely heavily on the use of computer programmes and equipment, if for any reason the machinery or software should fail at any point, it will be strict practice to back-up any files regularly and create track sheets of recording and editing sessions.  Also confirming that other equipment and software is available for use and making arrangements for them to be accessed is essential. (I have two computers that run audio software as does my flatmate, also the university have several machines as well as the studio that are available)

Project Planning

I've just sat down and had a bash at the gantt chart, really makes you think AND PANIC!! My first attempt left me only a week to write my dissertation, not good! do after a few tweaks and realising that interview one guy wouldn't take a whole week, I mangaged to potentially fit everything in with a month to spare incase of any hi-cups, dissertation writting and free time I might like to have between now and may 18th, oh and exposition stuff! Here's my divised project plan so far....also worried that it's too vague, how nitty gritty detailed to I have to get??

#	Methods and associated Activities	Start Date	End Date
1.1	Research Diary	31/10/2011	11/05/2012
1.1.1	Review literature on audio branding	31/10/2011	11/05/2012
1.1.2	Create a Glossary of terms	31/10/2011	11/05/2012
1.1.3	Interview Marketing Specialist	17/01/2012	01/02/2012
1.1.4	Define a critical framework	17/01/2012	24/01/2012
1.1.5	Use critical framework to select 3 successful uses of Audio Branding and identify and discuss reasons for their success.	24/01/2012	31/01/2012
2.1	Research Diary	31/01/2012	28/02/2012
2.1.1	Define the company's brand and establish the representative keywords.	31/01/2012	14/02/2012
2.1.2	Interview with the company's marketing team.	31/01/2012	14/02/2012
2.2	Audio Tests	14/02/2012	06/03/2012
2.2.1	Isolate musical techniques that can represent the brand keywords using other media examples as a reference.	14/02/2012	28/02/2012
2.2.2	Experiment with these musical techniques.	14/02/2012	28/02/2012
2.2.3	Produce final "Audio Logo" artefact.	14/02/2012	06/03/2012
3.1	Research testing methods	06/03/2012	13/03/2012
3.1.1	Study relevant questionnaires used in past academic papers and experiments.	06/03/2012	13/03/2012
3.2	Testing	13/03/2012	03/04/2012
3.2.1	Create questionnaires using critical framework and testing research.	13/03/2012	20/03/2012
3.2.2	Publish the questionnaires online for public to complete.	20/03/2012	03/04/2012
4.1	Analysis of Results	03/04/2012	17/04/2012
4.1.1	Apply quantative statistic methods on the test results.	03/04/2012	10/04/2012
4.1.2	Reflect on the findings to arrive at a conclusion.	10/04/2012	17/04/2012

Project map Draft

((( ABA ))) Audio Branding Academy

( ( ( ABA ) ) ) Audio Branding Academy
This organisation are on the fore front of audio branding awareness and education.  Their confereences and workshops are proof of the on going work to make audio branding known throughout the industry.

The Audio Branding Academy was founded by Cornelius Ringe, Kai Bronner and Rainer Hirt in Hamburg in February 2009. It is the first independent institution for acoustic brand communication, aiming at promoting an intentional and responsible use of acoustic stimuli within brand communication.
The Audio Branding Academy is a unique competence center for intersection points of brands, sound and environment and combines a forum, think tank, expert network and education. It hosts the annual Audio Branding Congress and regularly organizes workshops on various audio branding related topics.

Main aims of the Audio Branding Academy are:

• Establishing audio branding as a proper subject in education, practice and science
• Clarifying the differences between the traditional production of advertising music and audio branding
• Providing continuing education
• Establishing standards for terminology, quality, pricing
• Strengthening the concerns of audio branding professionals
• Delivering information about state of the art and the international audio branding community
• Promoting network building and exchange of information

Exhibition Research

Exhibition Research

Taste of London – Annual food festival held in Regent Park London every summer.

Stats - 50,000 people across the four day event where world-class chefs, celebrities and those with a taste for the good life sampled over 200,000 Michelin starred dishes.

Why I chose this exhibition – I was interested to see the different restaurants and producers approach to advertising their products and services in such a jam-packed market, how they would make their stand, stand-out?

Specific stall – The producer’s main objective is to get the customers to taste their products, but how do they convince the public to try theirs over the competitors.  It appears that a lot of the incentive comes from the general aesthetics of the stall, as well as the placement in relation to the other activities scheduled such as live music and cooking demonstrations.

Another incentive would be to have some unique gimmick that will catch the crowds attention.  One example of this would be “The World’s Largest Cork Screw” as well as being a novelty, is was also a work of art. The demographic for this festival would manly be of a certain intellect and be accustom to the Michelin starred dining, so the choice of a what would commonly be known as a cheap “world’s largest” gimmick was perfect because it’s purpose was to open very expensive bottles of wine.

What I will take away -  Having something that will set my exhibition apart from the rest is essential. Where possible i should try and get a prime location in the exhibition space.

My ideas so far – My exhibition aim will be to demonstrate how audio can be composed specifically to support branding for a company.  I think the best way to do this would be to break down the different elements of the music that correlate to the different aspects of the company’s brand message as provide a sort of dj sampling set up where the user can click on these different music elements and see how they work together.  Perhaps the use of a flash application.