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

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


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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands