ABSTRACT
This chapter identifies a trade name through an advertisement or banner in the media, and when music is used it can play a big part in this recognition. The combination of image and sound enhances any brand's message. There have been numerous studies that show how sound and music influence consumers to respond. The right music played in a business that parallels the brand identity can positively affect one's opinion, so stores pump playlists to create atmosphere and aura around their products. Studies have shown that certain parts of the brain react to sound and music in ways that have considerable impact. The 'Mozart effect' was a theory espousing that listening to classical music made toddlers smarter. When hiring a composer for a campaign it is important to make very clear who owns the composition and master recordings.
