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Developing a Technique for a Brand t...

Sood, Manveer.

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Developing a Technique for a Brand to identify a Musical fit for Advertising to increase ad effectiveness.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Developing a Technique for a Brand to identify a Musical fit for Advertising to increase ad effectiveness./
Author:	Sood, Manveer.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2014,
Description:	49 p.
Notes:	Source: Masters Abstracts International, Volume: 54-02.
Contained By:	Masters Abstracts International54-02(E).
Subject:	Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1528463
ISBN:	9781321473070

Developing a Technique for a Brand to identify a Musical fit for Advertising to increase ad effectiveness.
Sood, Manveer.

Developing a Technique for a Brand to identify a Musical fit for Advertising to increase ad effectiveness. - Ann Arbor : ProQuest Dissertations & Theses, 2014 - 49 p.

Source: Masters Abstracts International, Volume: 54-02.

Thesis (M.A.)--MICA (Mudra Institute of Communications, Ahmedabad) (India), 2014.

In 1982, Gerald Gorn conducted an experiment to publish a paper which talked about how the subjects in the experiment would become more likely to pick up a pen of a certain colour when it was combined with a pleasing piece of music. He believed that with classical conditioning through music, the subject would incline towards making a choice combined with a pleasing musical sound.

ISBN: 9781321473070Subjects--Topical Terms:

536353
Marketing.

Developing a Technique for a Brand to identify a Musical fit for Advertising to increase ad effectiveness.
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245 1 0 $a Developing a Technique for a Brand to identify a Musical fit for Advertising to increase ad effectiveness.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2014
300 $a 49 p.
500 $a Source: Masters Abstracts International, Volume: 54-02.
502 $a Thesis (M.A.)--MICA (Mudra Institute of Communications, Ahmedabad) (India), 2014.
520 $a In 1982, Gerald Gorn conducted an experiment to publish a paper which talked about how the subjects in the experiment would become more likely to pick up a pen of a certain colour when it was combined with a pleasing piece of music. He believed that with classical conditioning through music, the subject would incline towards making a choice combined with a pleasing musical sound.
520 $a Music is certainly a very important factor in enhancing the consumer's perception about the brand. A lot of brands delve into identifying a brand personality for themselves but they are not able to take this forward to an extent of identifying a musical fit which will compliment the brand personality and become the audio brand personality for the brand.
520 $a This study tries to explore the available literature and models pertaining to Brand personality and audio brand personality and validates it with an experimental design. This also leads to creation of a process that can be followed by the brand to choose the right fit of music to increase the ad effectiveness for themselves.
520 $a The following are the essential research questions that this study tries to address.
520 $a - How strongly can a brand increase the Advertisement effectiveness by choosing the right fit of music to suit its Brand Personality?
520 $a - How to develop a technique to find a musical fit to suit a brand?
520 $a After the analysis we can address the research question in the following manner.
520 $a - The brand can increase the ad effectiveness by a significant margin if the brand chooses the right audio brand personality to match the brand personality as perceived in the mind of the consumer.
520 $a - A brand can follow a similar process as followed by this study. Since the study validates the literature, the brands should be able to choose the right fit of music by mapping their brand personalities to the suggested audio brand personalities.
590 $a School code: 1818.
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650 4 $a Music. $3 516178
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