Study on the Effect of Sound in Taking the TV Commercials to Customers in Indian Context

Abstract

Sound in its various forms has been part of human life. This study is conducted to understand to what extent sound is effective in taking a TV commercial to the Indian customers. Advertising in India is now in a stage in which the companies are trying to define and redefine about how their brands sound. While the advertising agencies are involved in the process of sound branding, it is necessary to know how far the sound in a TV commercial is effective in taking the commercial to the customers. This study tries to understand the role played by the usage of sound in making the audience like the commercial. A model is obtained from this study which can be used to do a cause and effect study to predict the response of the audience with increasing or decreasing the considered variables. It is learnt from the study that sound in the form of different variables (Vocals, Music jingle, Background music etc.) play a more significant role in a TV commercial though the contribution of other variables cannot be ignored or under estimated. Besides the most significant role played by the different variables of sound, the other variables considered for the study, Visualisation and Storyboard also play a significant role which cannot be neglected in any given model.