Subject Index
 

Many radio commercials use background music to accompany a message. This research examines how brand-congruent music (i.e. music that 'fits' the brand) will affect 'Attitude towards the Ad' (AAd) and ...

This article discusses how music interacts with visuals to structure attention to ads and improve their effectiveness. Evidence is quoted that music, provided it is appropriate, improves attitudes and ...

This article describes a campaign for Tate Modern to engage with 15-24 inner city Londoners. The teenage audience has no interest in 'art' as defined by the establishment, but have a passionate intere ...

This research provides a review and analysis of empirical studies focusing upon cognitive and affective response to music in advertising. It draws together an apparently disparate literature to reach ...

This study examines the effects of popular music in advertising to determine both the theoretical (the effect of popular music on the processing of advertising messages) and practical (the design of m ...

Semiotic analyses have generally privileged visual over aural signs. This paper seeks to extend the boundaries of semiotics by recognising that sound and music also function as signs in culture and ad ...

Research on the effect of congruity between an ad’s message and its background music on consumer memory indicates that ad music that is congruent with an ad’s message can enhance the consumer’s memory ...

The Albert Company, a leading packager of celebrity talent and popular music rights on behalf of ad agency and advertiser clients, explains the wrong, and the right, way for agencies to negotiate deal ...

From MIT Sloan Management Review (winter 2004): Sawhney et al, `Adding value through utility’, discusses how to develop add-on services, with examples;

The aim of the paper is to explain the opportunities for market research through the use of a new technology to conduct surveys for gathering information on real time and event driven topics with diff ...

This best practice article reviews the role of music in advertising. It cover objectives which the author lists as gaining attention, creating a mood, giving pace and energy, making the ad more likeab ...

2002 campaign to launch BBC1Xtra, a new national digital radio station devoted to the UK black music scene. There was an obvious underserved youth audience. After investigation it became clear that si ...

The present research examines recall for advertising messages that are presented via two musical formats: either via an instrumental version of a popular song or via a vocal version. For individuals w ...

This paper examines the creativity of music and its effectiveness in advertising using information from a large database of ad pre-testing as well as case histories to illustrate the effects in more d ...

Discusses the effect of music on how people respond to commercials. Theories within the industry are summarised. Millward Brown research using the LINK pre-testing system has made possible a number of ...

Although many researchers have considered the role of music in commercials, no studies have directly examined what functions silence (the absence of music or other audio effects) performs in advertisi ...

Music is a complete language which can communicate very powerfully with the senses and the emotions. It is widely used in television advertisements, for a variety of purposes. But its use is rarely bu ...

This article describes an experiment used to determine the effects of liked or disliked music on preference for sensitive or 'unmentionable' products. It replicates experiments into the classical cond ...

The paper explores the concept of sound symbolism, where the sound of a word conveys meanings. Individual sounds called phonemes combine to form words and the authors explore how the phonetic structur ...