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Why?
The host of the show went into this explanation of how the music is what people associate to ice cream. This music makes people think of and crave ice cream. Ice cream is often associated to summer and happy times for people. Most people also associate the truck's music to their childhood, summer, and as one person on the show said, "running outside to the sound of the truck". The host went into an explanation of how the ice cream is a positive reward to the music. The topic of Pavlov's dog was brought up. For those of you who do not know this experiment, it refers to classical conditioning and how Pavlov conditions a dog to salivate when they hear him ring a bell. The dog does this because every time the bell rang prior, they received a treat.
Why Should Marketers Care?
When I was watching this show, I instantly thought of marketing and how marketers use music to get their consumers to think and crave their product. In my marketing courses, we have discussed the Pavlov's dog experiment, so I knew that the situation of the ice cream and the ice cream truck music makes sense. Marketers can use music to create that positive reward for their consumers. Consumers will hear a jingle or music and instantly crave the feeling the associate product provides.
Open Happiness
The immediate company I thought of when relating a product to music was Coca Cola. A few years ago Coca Cola had a song called "Open Happiness" created by a few different artists. The song incorporates a sound Coca Cola is known for. This sound is typically played in some Coke commercials. They incorporate this associated sound into their song which I actually have from a few years back. This is not exactly the same as the ice cream trucks example, but it is the same basic concept. You hear this song, you associate it with Coke and quite possibly crave a coke. Even if you do not crave a coke, you have the company on your mind. So the lesson is keep sounds and music in mind when creating or viewing ads.
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