Marketing with Music
Journal of Consumer MarketingPublished 1 February 1990
Gail Tom
Citations45
SJR quartileQ1
SJR score0.97
SNIP1.02
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Abstract
Discusses the use of hit music, parodies of hit music, and originally scored music for products advertised in television commercials. Examines the results of a study undertaken to determine the role of music as a memory factor. Summarizes that music created specifically for a product is a more effective retrieval cue than a parody, which is in turn more effective than the use of original hits.
Keywords
Arts and HumanitiesBusiness, Management and Accounting