Music and Radio Advertising: Effects of Tempo and Placement
Document Type
Conference Proceeding
Publication Date
1994
Abstract
An experiment examined the effects of music tempo and music placement in a radio ad. Dependent variables included feelings, attitudes, unaided recall, and purchase likelihood. Results showed tempo had expected effects on perception of the music, but no impact on dependent measures; structure of the ad (music placement) showed stronger effects on the dependent variables.
Recommended Citation
Brooker, G., & Wheatley, J.J. (1994). Music and Radio Advertising: Effects of Tempo and Placement. Advances in Consumer Research, 21(1), 286-190.
Journal
Advances in Consumer Research
Rights
© 1994 Assoication for Consumer Research
COinS
Comments
This article was originally published in Advances in Consumer Research. The full-text article from the publisher can be found here.
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