Music is a strong emotional trigger. I'd say it's a powerful tool and can influence buying behavior if the type of music relates in a way to what you're selling.

Do you want to get them excited?
Do you want to create a soothing atmosphere?

It depends a lot on the target group and on what you want to transmit.
And it also depends on the medium. Music fits a video ad, but it's probably not a very good idea to attach music to a plain website copy.

If you're not sure if the music you choose is the right one (and you rarely can), you can test with and without music, and with different songs, and make a decision.

It depends on your buyers, if you know your visitors (very targeted) its a good idea but when you dont, skip the music.
You will probebly piss most people off.

There are some interesting studies about the effect of music on shoppers. Slow music and appreciation for the style of music can affect duration of stay for market shoppers and restaurant patrons.

Mood induction via music can affect specific purchases, such as French music increasing purchases of French wines. Mood induction can also affect brand association and identity.

Subliminal messages via music (such as those famous masked backwards phrases) is another interesting area, with varied conclusions.

This paper has some interesting information and a good list of resources to start with.

A more general story about the effect of music on market purchases can be found here.

In the context of a short radio ad, memorable brand association via music-based mood induction (jingles) would probably be the most effective, since you are not driving buying behavior via store purchases. A Google search for "effect of radio jingles on buying behavior" will present quite a few resouces to choose from, including a detailed Mexican study on the connection between radio ads and buying behavior.

These resources should help you make an informed decision for your radio spot (even if they don't make the decision any easier!).

hmmmm I am not a fan of this YET! However, I would love to see someone actually using this.

If anyone has any examples, please post some links. Cheers!

PS: Come to think about it, it does work on TV . . . hmmmm

You don't need to read the entire study, just the abstact:

JSTOR: Journal of Marketing, Vol. 46, No. 1 (Winter, 1982), pp. 94-101

Better Still, here are your search terms in Google Scholar. There are bound to be some studies in there to give you insight:

http://scholar.google.com/scholar?q=...C39&as_sdtp=on

CT

When it comes to radio advertising, forget about jingles. Focus instead on a specific direct response offer. In your case rather than trying to sell your consulting, offer a free info product, report, booklet, CD, etc. Then follow up agressively with those that do respond. However, I agree that radio may not be the right venue for selling consulting services. Unless it's for a wide market, or you're getting the advertising for free.

Also, using music in this context is like using humor. Very risky. If you are trying to get consulting clients via radio ads, I think you almost have to do a direct response ad, NOT a branding jingle type ad.

Thanks for your wonderful insights everyone!!!

I know when I see an ad with great music, it makes me want to listen to the rest of the ad...and when I see ads which are annoying with music that bugs me, it doesn't stick because I turn it off!!!

I'll be writing my own ad so it will be direct response, and I've found a good site here: Stock Music - Royalty Free Music with an Edge which makes suggestions for mood and appropriateness of the track for commercials and voice overs.

Arfa, a 24" spot? What for - community radio? Internet radio? Commercial channels use mostly 30 second or 60 second spots.

The music is called a "music bed". Usually just a few bars in the intro...turned right down for the read and then a few bars to go out on. Radio producers have 1000s of music beds on file.

But with something like this your voice is going to sell it. The secret is to "grab ears" and hang on to them.

Put a smile on your face - it comes out in the read.

Get attention with whispers, ticking clocks, stings, laughter - but mostly with a warm, clear, friendly, confident voice.

Pare your script right back to bare bones - don't waste a word.

Speak as if you're talking to your best friend - one on one - don't even think about how many people might be listening.

Need help - shout.

Mal

The foolish use of inappropriate music is rampant in IM.

Thank Fiverr and cheap after-effects templates, methinks.

Thundering war-march drums announcing an impending launch... replete with exploding fireballs and giant steel-forged logo... for a $7 ebook on why bumble-bees bumble.

Overcompressed, loud as hell hip hop beats blasting away beneath a video selling health and wellness for baby boomers...

And don't even get me started on all the Casio-quality PLR audio dreck people inflict on their prospects.

Music = EMOTION

What emotion are trying to elicit in your listener?

Calm? Excitement? Fear? Anger? Familiarity?

For the love of all that is auditory - don't just jam a music bed underneath something so it "sounds more pro".

Brian <- grumpy because my iPhone's screen is shattered