Brain music relationship: Consumer's reaction to advertising music with neuromarketing

The development of technology and the intense competition between firms in the modern marketing system have made advertising a necessity for advertisers, making them a very important communication tool in terms of companies. As a result, companies are primarily aimed at structuring advertisements in the most effective way possible to increase sales of products and reach as many people as possible. In this direction, to create attitude and behavioral models that affect both social perception level and behavior; they have to create the most effective, most persuasive, the best music and the most appropriate message. By bringing together music and commercials, different value added can be added to the advertising process in the process of reaching the consumer and creating the intended communication effect on the consumer. It is observed that neuromarketing is applied in fields such as product attractiveness, brand, logo selection, product design, new product development, film industry, architecture and politics. The data that can not be obtained by traditional methods can be obtained by neuromarketing, and the preferences of the consumers, favorite music and purchase wishes can be determined by the electrical movements in the brain. In this study; within the scope of Fırat University Marketing and Neuromarketing Research Center, 30 volunteers from different groups in terms of demographic characteristics such as age, sex, profession, income level were realized. Electroencephalography (EEG) outputs were analyzed by analyzing two commercial films with music as a theme. The reactions to advertising music were examined and evaluated.