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July 23, 2010

Sound Marketing Is Catching On

In a new article “A Sound Approach to Marketing” by MP Mueller, published in “The New York Times” online version, Mueller states: “Sound can build such a strong emotional connection. And most of our purchasing decisions are made based on emotions. Leading brands know that and spend time and money getting just the right soundtrack for their large budget commercials. ”

Sound design, music, and audio effects are usually the last thing small and medium sized companies think about when they hire someone to create a Web video or when they try to create a video in-house; and that is a mistake. Slapping on some royalty free music clip or adding some hackneyed effect is not the way to make an emotional connection, build a brand, or engage an audience. If you want to learn more about how to use sound effectively check out the blog article, ‘How Sound Design Affects Customer Response and Action” at

Jerry Bader is Senior Partner at MRPwebmedia, a website design and marketing firm that specializes in Web-video Marketing Campaigns and Video Websites. Visit,, and Contact at or telephone (905) 764-1246.