Audvertising: A New Marketing Paradigm Encompassing all Auditory Association to a Brand

Abstract

Sound can be used in advertising to provide a positive influence on a brand experience and encourage sales. Audvertising, aportmanteau of audio and advertisingis the new marketing paradigm that encompasses all sound(s), musical or non-musical, that are associated with brands. Audvertising can influence the willingness of shoppers to spend money when they hear sound(s) that are connected to a brand or service. Audvertising is a simple recognizable sound, or sounds, such as the giggle of the Pillsbury Doughboy or musical notes, that trigger association with a brand.These sounds can appear across many media platforms. Sogos are also a portmanteau of the two wordssonic and logos, which are key elements of sonic branding that use musical notes to associate a sound with a brand logo.Sound symbolism reaches a global market through use of certain consonants in brand names.When making purchasing decisions, shoppers' moods can be changed by the correlation of audvertising sounds with a product, brand or service.