Effectiveness of Music in Humorous Advertisements.

To read the full-text of this research, you can request a copy directly from the authors.


Abstract: Few studies in the past have investigated the role of music in humorous ads and measured its effectiveness. This apart, none of the earlier studies have explored whether there is synergy in the executional elements such as music and humour used in an ad. This research measures the contribution of music in enhancing the effectiveness of a humorous ad in terms of ad recognition and brand recall and explores whether the mutual inter-play of music and humour in an ad will create synergy-the idea that the combined effectiveness of music and humour will be greater than the sum of their individual effectiveness in terms of recall of the two elements. Results of the study showed a significant increase in ad recognition and brand recall by respondents when music was present rather than when it was absent. The study on synergy between music and humour in ads revealed promising areas for advanced research.

No full-text available

Request Full-text Paper PDF

To read the full-text of this research,
you can request a copy directly from the authors.

... Allan, 2016;Craton and Lantos, 2011;Krishen and Sirgy, 2016;Park et al., 2014). Ad music may increase brand recall (Ali et al., 2012;Oakes, 2007) and influence the purchase intent of consumers (Alpert et al., 2005;Oakes, 2007). Consequently, this may lead to product choice (Alpert et al., 2005;Gorn, 1982). ...
... Advertisers use music (sonic brand) to position the attributes of a particular brand in a consumer's mind that may help a consumer to recognise a brand (North and Hargreaves, 2008). Ad music can significantly increase brand recall and ad recognition (Ali et al., 2012). Music may put a long-term effect on the listeners' mind although the actual sound disappears, and may substantially aid product recall when associated with certain product/brand ad (Huron, 1989). ...
Studying the role of advertising music (ad music) in a retail context can be an emergence of new marketing practices. The purpose of this paper is to identify the potential usage and utility of ad music as an atmospheric stimulus in contrast to music (retail music) as an atmospheric stimulus. This paper also aims to provide a model, which depicts how ad music could be an alternative to retail music in retail settings with regard to consumers’ attitudinal influence and its optimistic correlation with related marketing outcomes. The paper reviewed the literature related to the role of retail music as an atmospheric stimulus and studies related to the role of music in the ad. Advertising music as an atmospheric stimulus is more likely to influence consumers’ attitude towards advertising music, towards advertising and towards the advertised brand. Contrary to retail music, advertising music as an atmospheric stimulus may help a consumer for ad recall, ad message/brand information recall, brand recall, brand identification and brand recognition. Consequently, advertising music may always have an advantage over retail music with regard to purchase intent, brand choice and financial return. This work may encourage the advertisers for the proper usage of ad music as an atmospheric stimulus that may holistically magnify the saliency of advertising theoretically and practically. This study is a novel attempt to conceptualise the potential scope of utilisation of ad music in the retail context.
... The objective of identifying utilitarian as a factor of A am is to measure consumers' attitude toward the effectiveness of ad music in terms of ads' marketing outcomes such as brand identification, brand recognition (Ali, Madhuri Srinivas, and Bhat 2012;Ballouli and Heere 2015). In their evaluation of ad (Batra and Ahtola 1991) consumers often relate different aspects of the ad including music used with the marketing outcomes. ...
... Consumers enjoy entertaining ads (Huron 1989). Music in ad helps a consumer to recognize the brand (Ali, Madhuri Srinivas, and Bhat 2012;Huron 1989); to improve brand identity (Ballouli and Heere 2015). Ad music adds value to the ad that may help the consumer in building a positive Table 3. item description of a am scale. ...
This study carries out operationalization and empirical validation of the merely conceptualized construct attitude toward advertising music (Aam). Consumers’ evaluative response toward advertising music (ad music) has been captured by Aam scale with the help of three underlying factors: congruity, music appeal, and utilitarian. The scale will be useful both in academic research and in ad practice. As advertisers engage in projects to understand and improve the attitude of the consumer toward the ad music, they can use the scale for making effective ads.
... There appears to be a mechanism of unconscious elaboration of the musical signal under non-attentive conditions, where music enables implicit learning and recall of the advertised brand and message (Alexomanolaki et al., 2007). Ali et al. (2012) report a significant increase in respondents' ad recognition and brand recall when music was present rather than absent. Adverts with strategic rather than tactical music enhanced preferential engagement and were more familiar and impactful with a potentially positive affective response (Bhattacharya et al., 2017). ...
This study offers insights into two critical decisions in jingle-based advertising. How much more could the producer pay to buy the rights to popular music to add to advertising jingles? And how much more could they pay a popular performer to sing the jingle? Will doing so enhance the brand or message recall to justify the investment? Based on 300 interviews that measured unaided and aided day-after recall of five jingle ads concurrently aired on television, popular music and performers increased unaided and aided recall of brand name and ad message. Compared to the base case, a popular performer can increase the brand and message recall by two-and-half folds, and a popular performer and popular music can increase the brand and message recall by six-folds compared to the base case.
... Music appeal in this context refers to consumers' evaluations of musical stimuli or properties associated with ad in generating psychological appeals. Looking at prior literature (e.g., Ali, Srinivas, and Bhat 2012;Bruner 1990;Craton and Lantos 2011;Huron 1989;Kellaris, Cox, and Cox1993;Lind 1947;Murray and Murray 1996;Roehm 2001;Wallace 1991), Raja, Anand, and Kumar (2020) explored consumers' evaluative responses toward ad music in terms of level and persistence of attention to music, depth of processing of music, feelings evoked by music, music perceived as distinctive, recalled features of music, and its mesmerizing properties. ...
Audio-visual advertising expenditure in developing countries like India is growing fast. Focusing on the advertising music attitude, global and local advertisers need to look into the musical consumption pattern of potential Indian consumers. Different consumers have different attitudes toward music deployed in the advertising, which they evaluate from the perspective of its fit (with different elements of the advertising); created appeal; utilitarian value. Hence, this study focuses on identifying possible segments of consumers based on their attitude toward advertising music (Aam); ascertaining the difference between segments. Further, this study aims at ascertaining the musical preferences of consumers that may prescribe to substantial managerial implications. To identify segments, cluster analysis was carried out based on Aam. Further, a multiple discriminant analysis (MDA) was conducted to find out the difference between clusters/segments. To identify consumers’ music preferences, respondents were asked to rank their topmost music genre out of ten suggested genres. This research identified three consumer segments based on their Aam: enthusiasts, mainstreams, and non-enthusiasts. Enthusiasts, mainstreams, and non-enthusiasts all prefer advertising music from their favorite artists. The results indicated that the discriminant functions among clusters are significant. Consumer segmentation based on Aam increases ad strategy effectiveness. Enthusiasts have a broad musical preference facilitating the most creativity in ad development and execution. Advertising music budget will determine music choice (preexisting, new, original artist, cover, etc.). Consequently, Aam segmentation would help advertisers to design effective advertising music strategy.
Full-text available
Music is considered as an effective tool in shaping consumers’ responses to advertising. The present study examines the effects of mildly incongruent background music upon consumers’ responses to restaurant advertising. It integrates country of origin and genre congruity of music in a single congruity framework through focusing more closely upon the twin components of congruity (expectancy and relevancy) and examines how various quadrants of musical in/congruity affect consumers’ cognitive responses and behavioral intentions. Between-subjects experiment was conducted to explore participants’ responses to an advertisement promoting a fictitious Italian restaurant. Findings indicate how the deliberate crafting of musical incongruity can be used to engage and amuse consumers, proposing that resolving mild musical incongruity may enhance consumers’ attitude toward advertising, perception of brand image and quality, as well as their purchase intent. The present research develops, refines, and redefines the concept of musical congruity in advertising and offers the first empirical evidence for the positive effects of using purposeful, mildly incongruent music upon consumers’ cognitive responses to advertising as well as their behavioral intentions.
Angesichts der zum Teil sehr hohen Kosten für Werbekampagnen ist es ratsam, eine Werbung oder Werbekampagne ex ante, also bereits vor ihrer Schaltung im Markt, zu prüfen, ob sie die an sie gestellten Anforderungen erfüllen kann. Pretests dienen der Entscheidung, ob ein Werbemittel geschaltet werden oder vorher noch optimiert werden soll. Sinnvolles Pretesting wählt jeweils eine Kombination aus den verfügbaren Verfahren, die auf den jeweiligen Untersuchungszweck zugeschnitten sind. Pretesting kann Werbewirkung nicht komplett erklären oder gar prognostizieren, aber Schwachstellen aufdecken und zur Optimierung einzelner Werbemittel beitragen.
ResearchGate has not been able to resolve any references for this publication.