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Article

This article provides guidance and extended reading on using the senses in marketing, cutting through clutter with positive associations and subconscious purchase drivers.

Article

This paper explores best practices for using music to build a brand – one of the least understood elements of brand building.

Article

This article provides marketers with information and guidance about the most effective approaches to using music in advertising.

Case Study

This case study shows how John Lewis, a UK retailer, successfully launched four Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.

News

NEW YORK: The use of music in advertising is evolving, according to a Spotify executive who believes that it is developing a role beyond that of a mere soundtrack.

Article

This article considers recent research into music in advertising that made use of both the explicit and implicit responses of participants to a series of radio adverts.

Article

This article outlines how skin conductance responses (SCR) - a neuroscience method - tests emotional response to music in advertising, helping to predict business success.

Research Paper

This study extends and crystallizes the literature on the effect of background music in the TV advertising setting by focusing on differential effects of attributes of background music on consumers' attitudes toward TV advertising based on their involvement.

Article

This article explores the growth in the number of brands collaborating with musicians in order to change consumer perceptions and deliver tangible business results.

Research Paper

In response to calls for further investigation on the role of music and advertising, the authors of the current study analyzed popular music's most successful songs over a 50-year period (1960–2009).

Research Paper

This investigation builds on previous research streams to introduce a new concept – programme–ad congruence – into advertising research.

Research Paper

Background musical genres can have a profound influence on the perceived image of real and fictitious universities in television and radio advertisements.

Article

Many of the most popular and effective ads of the past decade have been built around music; this article examines how music in advertising helps to increase awareness and sales for brands.

Article

This brief article from the Advertising Research Foundation summarises how music is used in advertising.

Research Paper

The study examines the impact of source likeability and source credibility on the effectiveness of print advertisements.

Research Paper

Product placement is increasing in importance as a non-traditional method to reach consumers. A review of previous research on this topic indicates three research gaps: the need for additional ecologically valid field testing, more research using category-cued recall of the brand as the basic measure of product placement effectiveness, and more studies covering entertainment media other than film and TV.

Research Paper

Previous researchers have explained how offline word of mouth (WOM) influences consumer behaviour. Increasingly, however, consumers are turning to online WOM, especially online forums.

Research Paper

Although brand placement in movies and TV series has attracted significant interest from researchers and practitioners, little is known about the financed insertion of brands in songs.

Research Paper

In green advertising research, images of pleasant nature scenery have been classified as vague, unspecific and possibly ineffective green claims, as opposed to substantive, informational claims.

Research Paper

China is now one of the largest and fastest-growing advertisement markets in the world. This research provides insights to assist advertising executives in their bid to target cosmetics consumers in Hong Kong and Shenzhen.

Article

The author discusses the use of music in commercials. It can have a dramatic impact on brand perceptions, provided it is chosen carefully to be congruous with the mood of the ad.

Research Paper

Unlike past findings on cross-cultural advertising, culture seems to have little effect on visual forms in ads.

Article

This article discusses how composers of original music like to work with agencies so that the music complements the accompanying ad.

Research Paper

Music is very popular in advertising. You can hear as much music in commercials as you can on some commercial radio stations.

Research Paper

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