The effects of musical and voice “fit” on responses to advertisements

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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...

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Bibliographic Details
Main Authors:	North, Adrian, MacKenzie, L., Law, R., Hargreaves, David
Format:	Journal Article
Published:	Wiley-Blackwell Publishing Inc. 2004
Online Access:	http://hdl.handle.net/20.500.11937/36547

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