SoundOut: A large-scale investigation into the effects of music in advertising

Looks at how to measure and quantify the comparative implicit effectiveness of alternative music options in advertising.
  • In the absence of meaningful testing frameworks or an understanding of the increased overall effectiveness of pairing the right audio asset with advertising content it is unsurprising that music has, until now, been regarded as the Cinderella of the branding ball.
  • The results of this major research study reveal that the right music does indeed have the ability to materially increase overall advertising effectiveness, particularly at a subconscious level, where strong brand relationships are principally nurtured.
  • The data generated from the project also provide robust implicit benchmarking scales for each of the 14 core attributes.
  • Attributes which now enable the...

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