The sound of persuasion: music’s impact in university advertising

Purpose This study draws on congruity theory to explore how background music in university advertisements influences several key aspects of prospective students’ perceptions. These include perceived university identity, attitudes towards both the advertisement and the institution, the intention to enrol and the perceived quality of the advertised degree programmes. Design/methodology/approach Employing a mixed methods approach, this research integrates findings from semi-structured focus groups and two survey experiments, complemented by an analysis of data gathered through YouTube Analytics. This comprehensive methodology allows for a nuanced understanding of the auditory impact on prospective students. Findings The results reveal that classical music is associated with a high-quality, prestigious image of the university and influences expectations of higher tuition fees. Conversely, pop music effectively enhances the intention to apply by communicating the hedonic pleasures associated with university life. However, an overly erudite image driven by classical music can deter prospective students’ desire to enrol, indicating a misalignment with the expectations of a vibrant university experience. Originality/value This study contributes original insights into the strategic use of music in higher education marketing, emphasising the significant role of musical congruity in shaping prospective students’ engagement and enrolment decisions. By aligning the musical genre with the intended brand message, universities can more effectively attract their target demographic, suggesting a pivotal shift in how sensory elements are integrated into marketing strategies within the educational sector.