The Effectiveness of Music in Advertising

O'Neill, Fergal (2003) The Effectiveness of Music in Advertising. Undergraduate thesis, Dublin, National College of Ireland.

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For the purpose of this dissertation, the hypotheses were that the use of music in advertising is effective and that music in advertising is effective by means of triggering an emotional response from the consumer were examined. In order to get a general idea of advertising and its effectiveness many areas had to be explored. These areas included advertising objectives, advertising effectiveness and methods of increasing advertising appeal. An in-depth literature review of what leading authors on the subject had to say, was identified, this includes articles on advertising in general, advertising effectiveness, the importance of music in advertising, forms of music in advertising, the role of music in effective advertising and the evolution of music in advertising. A section of the literature review was also dedicated to how advertisers source music for their advertisements and to conclude the literature review the author looked at the need for music fit in effective advertising. Due to a lack of empirical evidence governing the effectiveness of music in advertising in an Irish context, primary research investigating the effectiveness of music in advertising through its influence on consumer perceptions, feelings, brand awareness and on purchase intentions, was collated. The findings of this primary research are presented. The research concludes with the discovery that music in advertising is effective and that it does trigger emotional responses from the consumer.

Item Type: Thesis (Undergraduate)
Subjects: M Music and Books on Music > M Music
H Social Sciences > HF Commerce > Marketing > Advertising
Divisions: School of Business > BA (Honours) in European Business and Languages
Depositing User: Tim Lawless
Date Deposited: 12 May 2010 14:25
Last Modified: 06 Feb 2015 14:22

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