Please use this identifier to cite or link to this item: http://hdl.handle.net/10553/43301
Title: Music in radio advertising: effects on radio spokesperson credibility and advertising effectiveness
Authors: Martín Santana, Josefa Delia 
Reinares Lara, Eva
Muela Molina, Clara
UNESCO Clasification: 6308 Comunicaciones sociales
Keywords: Música
Publicidad
Issue Date: 2015
Publisher: 0305-7356
Journal: Psychology of Music 
Abstract: The widespread use of music in advertising derives from the belief among advertisers that music confers a significant commercial advantage; music has also aroused interest among researchers trying to determine its potential to add value and enhance advertising effectiveness. So, this article analyses the influence of music and congruency with the radio advertising message on spokesperson's credibility and advertising effectiveness. We designed radio programs in which an ad hoc radio spot was inserted into a commercial block (no music/music) and tested them on a sample of 987 radio listeners. The results show the potential of music in terms of advertising effectiveness and credibility and show the need for planning to go beyond its function as to avoid silence or attract attention and to ensure its consistency with the ad message.
URI: http://hdl.handle.net/10553/43301
ISSN: 0305-7356
DOI: 10.1177/0305735614567701
Source: Psychology of Music[ISSN 0305-7356],v. 43, p. 763-778
Appears in Collections:Artículos
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