When East meets West: the effect of cultural tone congruity in ad music and message on consumer ad memory and attitude

Yung-Cheng Shen and Ting-Chen Chen

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 of the ad.

When East Meets West: The Effect of Cultural Tone Congruity in Ad Music and Message on Consumer Ad Memory and Attitude

Yung-Cheng ShenYuan-ze University

Ting-Chen ChenProcter & Gamble Co., Taiwan

INTRODUCTION

Global marketing activities frequently need to develop localised advertising campaigns for different markets around the world. In developing these advertising campaigns, cross-cultural elements are often integrated into these ads. For instance, global advertising usually employs local celebrities to endorse products. Cross-cultural elements serve a strategic objective: to better acquaint local consumers with particular products because the familiarity local consumers have with these cultural elements can help reduce...

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