Music-brand congruency in high and low-cognition radio advertising

Anne M. Lavack, Mrugank V. Thakor and Ingrid Bottausci

Many radio commercials use background music to accompany a message. This research examines how brand-congruent music (i.e.

Music-brand congruency in high- and low-cognition radio advertising

Anne M. Lavack University of Regina

Mrugank V. Thakor Concordia University

Ingrid Bottausci

INTRODUCTION

Radio advertising often uses instrumental music as a background to the verbal message. This background music may be intended to enhance the advertiser's message by drawing greater attention to the ad, or may complement the message by adding meaning or affect (Stewart & Punj 1998; Hung 2000; Roehm 2001). Based on the Elaboration Likelihood Model (Petty et al.1983), it has often been assumed that music is an affective cue processed via a peripheral route...

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