Marketing with Music

Gail Tom

47 citations0/0 files storedJournal of Consumer Marketing

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Nostalgia and Consumer Behavior

Abstract

Discusses the use of hit music, parodies of hit music, and originally scored music for products advertised in television commercials. Examines the results of a study undertaken to determine the role of music as a memory factor. Summarizes that music created specifically for a product is a more effective retrieval cue than a parody, which is in turn more effective than the use of original hits.

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2008Effective advertising on mobile phones: a literature review and presentation of results from 53 case studies 2009Music and Responses to Advertising: The Effects of Musical Characteristics, Likeability and Congruency 2009Does Audiovisual Congruency in Advertisements Increase Persuasion? The Role of Cultural Music and Products 2010Music and Marketing 2011Music and moral judgment: The effect of background music on the evaluation of ads promoting unethical behavior 2009Musique et réponses à la publicité: effets des caractéristiques, de l'appréciation et de la congruence musicales 2023Influencing brand personality with sonic logos: The role of musical timbre 2015Wirkung von Musik in der Werbung

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