Music and Radio Advertising: Effects of Tempo and Placement
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.
Brooker, G., & Wheatley, J.J. (1994). Music and Radio Advertising: Effects of Tempo and Placement. Advances in Consumer Research, 21(1), 286-190.
Advances in Consumer Research
© 1994 Assoication for Consumer Research