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Abolhasani, Morteza; Oakes, Steve and Golrokhi, Zahra
(2021).
DOI: https://doi.org/10.1007/978-3-658-32201-4_13
Abstract
Music is considered as one of the most important executional cues in advertisements. It is a ubiquitous phenomenon in the context of television and radio advertising, with more than 94% of advertisements incorporating a certain type of music. Music accounts for a significant commercial advantage in the context of advertising by producing favorable associations with the product/brand, contributing to the message, and by attracting consumers’ attention and enhancing message recall.