Analysis of the Relationship Between Product Association and Different Types of Music in Advertising PDF Download
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Author: Matthew J. Orminski
Publisher:
ISBN:
Category :
Languages : en
Pages : 56
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Book Description
Author: Matthew J. Orminski
Publisher:
ISBN:
Category :
Languages : en
Pages : 56
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Book Description
Author: Nicolai Graakjaer
Publisher: Routledge
ISBN: 1317671899
Category : Business & Economics
Languages : en
Pages : 179
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Book Description
The study of music in commercials is well-suited for exploring the persuasive impact that music has beyond the ability to entertain, edify, and purify its audience. This book focuses on music in commercials from an interpretive text analytical perspective, answering hitherto neglected questions: What characterizes music in commercials compared to other commercial music and other music on TV? How does music in commercials relate to music ‘outside’ the universe of commercials? How and what can music in commercials signify? Author Nicolai Graakjær sets a new benchmark for the international scholarly study of music on television and its pervading influence on consumer choice.
Author: Karen E. Hennessy
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 264
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Book Description
Products as diverse as soda-pop, fashion and automobiles are selling to the tunes of classic and current pop and rock music. The combination of MTV (Music Television), the latest audio-visual technology, and the replacement of movie stars by rock stars as the idols of contemporary youth (Beckett, 1985; Hartman, 1987), are responsible for today's successful marketing-through-music concept. The purpose of the present study was to investigate the effect of music in fashion video advertisements on attitude toward an apparel brand. Specifically, this study investigated the effect of the emotion-arousing quality or capacity of music on attitude toward apparel brand and attitude toward a fashion video advertisement. Congruity Theory (Osgood & Tannenbaum, 1955), prior research on the effect of attitude toward an advertisement on brand attitude, and the persuasive aspect of advertising communication served as the conceptual and theoretical framework for this study. In addition, the emotion arousing quality of music as a persuasive element of advertising communication was applied to the Holbrook and Batra communication model (1987), and served as a model for this study. A pretest-posttest-control group experiment was conducted for this study. The pretest measure consisted of: 1. a measure of attitude toward apparel brand and 2. a measure of the emotion-arousing capacity of music and preference for music. Attitude toward apparel brand and attitude toward music were measured on a seven-point semantic differential scale. The posttest consisted of the same two measures as the pretest as well as a third measure, attitude toward fashion video advertisement. Attitude toward fashion video advertisement was measured on a five-point Likert-type scale. The subjects for this study were recruited from a course in the Department of Apparel, Interiors, and Merchandising at Oregon State University. Fifty-nine students participated in the pretest portion of the study and forty-seven students completed all three phases of the experiment (pretest, exposure to fashion video, and posttest). Subjects ranged in age from 18 to 27 years, with a mean age of 20 years. Factor analysis, one-way analysis of variance, paired t-test, unpaired .t -test, Pearson Correlation, and analysis of covariance were used to analyze the data. As hypothesized, results indicated that attitude toward apparel brand was affected by the type of music associated with an apparel brand in the context of a fashion video advertisement. It was found that an initial neutral attitude toward apparel brand became more positive after an association with emotion-evoking music, and no significant change in attitude toward apparel brand was found exposure to a fashion video advertisement without However, contrary to prediction, it was found after music. that an association between apparel brand and non-emotion-evoking music did not have a negative effect on attitude toward apparel brand. This association resulted in a more positive attitude toward apparel brand. It was also predicted that the type of music used in a fashion video advertisement would affect attitude toward the advertisement. Results indicated that the type of music did not affect attitude toward fashion video advertisement. As predicted a large positive relationship was found to exist between a piece of music's emotion-arousing quality and preference for the music. These findings partially supported the theoretical framework of this study. However, in contrast to the Holbrook and Batra communication model, attitude toward advertisement was not found to be a mediator between advertisement content and attitude toward advertised apparel brand.
Author: Robert L. King
Publisher: Springer
ISBN: 331917049X
Category : Business & Economics
Languages : en
Pages : 407
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Book Description
This volume includes the full proceedings from the 1991 Academy of Marketing Science (AMS) Annual Conference held in Fort Lauderdale, Florida. The research and presentations offered in this volume cover many aspects of marketing science including marketing strategy, consumer behavior, international marketing, services marketing, marketing education, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Author: United States. Congress. House
Publisher:
ISBN:
Category : United States
Languages : en
Pages : 2302
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Author: Ellen Kirtner
Publisher:
ISBN:
Category : Branding (Marketing)
Languages : en
Pages : 71
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Book Description
Today's up-and-coming musician faces considerable difficulty in marketing and selling his or her work. The barriers to entry for traditional channels like commercial radio are extremely high, and the online market for music is saturated with artists. Music and advertising trade publications praise music licensing for television commercials as a solution to this problem; these authors advise artists to use licensing deals as a way to make a paycheck and take their work to new markets. Existing research, however, has not fully explored the ways licensing for television can affect an artist's brand and career. This study employed a case study methodology rooted in deconstruction to investigate the relationship between an advertiser and the band that provides the music for its commercial, as well as the means by which a commercial licensing spot can impact an artist's brand. Minneapolis-based indie band Now, Now and its first major licensing spot, a Windows 8 commercial, served as the study's focus. Textual analyses of the commercial and select marketing and PR materials from the band, combined with expert interviews with key members of the band's team, provided an in-depth view of the commercial's affects in context of the band's career.
Author: Anupam Biswas
Publisher: Springer Nature
ISBN: 3031184440
Category : Technology & Engineering
Languages : en
Pages : 446
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Book Description
This book presents advances in speech and music in the domain of audio signal processing. The book begins with introductory chapters on the basics of speech and music, and then proceeds to computational aspects of speech and music, including music information retrieval and spoken language processing. The authors discuss the intersection in the field of computer science, musicology and speech analysis, and how the multifaceted nature of speech and music information processing requires unique algorithms, systems using sophisticated signal processing, and machine learning techniques that better extract useful information. The authors discuss how a deep understanding of both speech and music in terms of perception, emotion, mood, gesture and cognition is essential for successful application. Also discussed is the overwhelming amount of data that has been generated across the world that requires efficient processing for better maintenance, retrieval, indexing and querying and how machine learning and artificial intelligence are most suited for these computational tasks. The book provides both technological knowledge and a comprehensive treatment of essential topics in speech and music processing.
Author: Eric Schwarz
Publisher: Routledge
ISBN: 1136430709
Category : Business & Economics
Languages : en
Pages : 472
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Book Description
Advanced Theory and Practice in Sport Marketing is the first book to address this increasingly popular subject at an advanced level. Where existing sport marketing texts restate concepts learned at an introductory marketing level, this book goes beyond, by expanding the knowledge of the student with advanced marketing theory which is specifically related to the crucial areas in sport marketing. Advanced Theory and Practice in Sport Marketing is vital reading for any sport marketing student wishing to progress their knowledge and take their understanding of the industry to the next level.
Author: Sarah Casey Benyahia
Publisher: Routledge
ISBN: 1136259864
Category : Social Science
Languages : en
Pages : 354
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Book Description
Bringing together key writings with original textbook material, the second edition of Media Studies: The Essential Resource explains central perspectives and concepts within Media Studies. Readers are introduced to a range of writing on media topics promoting an understanding of the subject from both contemporary and historical perspectives. The text is split into three parts covering Analysis and Perspectives, Media Audiences and Ecologies and Creativities. The key areas of study are discussed, with accessible readings from essential theoretical texts and fully supported with an author commentary. Theoretical perspectives are used to analyse contemporary media forms and activities direct students to interrogate readings further and apply their learning. Encouraging critical and analytical study, Media Studies: The Essential Resource helps students to understand the main theories and theorists within Media Studies.
Author: Mark Laver
Publisher:
ISBN: 9781322983165
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
" Jazz Sells: Music, Marketing, and Meaning" examines the issues of jazz, consumption, and capitalism through advertising. On television, on the Internet, in radio, and in print, advertising is a critically important medium for the mass dissemination of music and musical meaning. This book is a study of the use of the jazz genre as a musical signifier in promotional efforts, exploring how the relationship between brand, jazz music, and jazz discourses come together to create meaning for the product and the consumer. At the same time, it examines how jazz offers an invaluable lens through which to examine the complex and often contradictory culture of consumption upon which capitalism is predicated.
