3 Pages

National Advertising Division

Background or mood-inducing music is usually instrumental, and advertisers often pay musicians to write music that matches the scenes in the ad.

Using a well-known song has advantages. The primary benefit is that consumers already have an affinity for the song. This emotional attachment may be transferred to the product. Brand awareness, brand equity, and brand loyalty are easier to develop when consumers are familiar with the music. Many times, an existing song is adapted for an ad.29