Listen to Thrive: A Customer Satisfaction Research on the Print Advertising of Inverse Records
Salonen, Tuomo (2013)
Salonen, Tuomo
Jyväskylän ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013121721629
https://urn.fi/URN:NBN:fi:amk-2013121721629
Tiivistelmä
The advances in information technology have shaken the music industry. While the generalization of digital formats has gained a foothold from physical releases, it has also impacted the marketing and promotion of artists. More and more emphasis is put on digital vehicles and an online presence
instead of physical media. Print advertising has played an important part in the marketing and promotion of music recordings, but the growing share of online has raised questions on the relevancy of print. The changing scenery in the industry does not allow companies to make bad business decisions and companies have to constantly develop themselves and stay aware of their
customers’ needs. A good tool for achieving this is a customer satisfaction research.
The thesis studied the opinions and attitudes of the artists of record label/music production company hybrid Inverse Records concerning the advertising of their releases in print media. Inverse provides publication, distribution and marketing services to artists and record companies. The thesis
aimed at improving Inverse’s music magazine advertising and gathering data which can be used in improving the services of the company.
The research was a qualitative, online survey-based research. The survey took a probability sample of 20 artists from a closed population of 70 artists in Inverse’s roster who had had their release advertised in a magazine. The data was then analyzed to find correlations between replies.
The research gave insight on Inverse’s artists’ attitudes towards print advertising and revealed their slight preference of online over print media. The collected data also showed that there is a need for
improvement in the design and quality control of the ads and communication between Inverse and its customers. These issues can be fixed with better communication between Inverse and the artists and directing more resources to advertising design.
instead of physical media. Print advertising has played an important part in the marketing and promotion of music recordings, but the growing share of online has raised questions on the relevancy of print. The changing scenery in the industry does not allow companies to make bad business decisions and companies have to constantly develop themselves and stay aware of their
customers’ needs. A good tool for achieving this is a customer satisfaction research.
The thesis studied the opinions and attitudes of the artists of record label/music production company hybrid Inverse Records concerning the advertising of their releases in print media. Inverse provides publication, distribution and marketing services to artists and record companies. The thesis
aimed at improving Inverse’s music magazine advertising and gathering data which can be used in improving the services of the company.
The research was a qualitative, online survey-based research. The survey took a probability sample of 20 artists from a closed population of 70 artists in Inverse’s roster who had had their release advertised in a magazine. The data was then analyzed to find correlations between replies.
The research gave insight on Inverse’s artists’ attitudes towards print advertising and revealed their slight preference of online over print media. The collected data also showed that there is a need for
improvement in the design and quality control of the ads and communication between Inverse and its customers. These issues can be fixed with better communication between Inverse and the artists and directing more resources to advertising design.