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....

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