Music and Radio Advertising: Effects of Tempo and Placement

George Brooker · John J. Wheatley

48 citations0/0 files storedScholarWorks (Central Washington University)

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Radio, Podcasts, and Digital Media

Abstract

An experiment examined the effects of music tempo and music placement in a radio ad. Dependent variables included feelings, attitudes, unaided recall, and purchase likelihood. Results showed tempo had expected effects on perception of the music, but no impact on dependent measures; structure of the ad (music placement) showed stronger effects on the dependent variables.

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