The effects of musical and voice “fit” on responses to advertisements
Research on musical “fit” suggests that listeners might recall more of a radio advertisement if it features musicalivoice content that corresponds with features of the advertised brand. This is because the musicivoice should prime certain aspects of listeners’ knowledge. Two studies were carried out...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
Wiley-Blackwell Publishing Inc.
2004
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| Online Access: | http://hdl.handle.net/20.500.11937/36547 |