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...