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The sonic boom: Effect of logo prese...

University of Missouri - Columbia.

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The sonic boom: Effect of logo presentation style in television commercials on memory for the advertised brand.

Record Type:	Electronic resources : Monograph/item
Title/Author:	The sonic boom: Effect of logo presentation style in television commercials on memory for the advertised brand./
Author:	Venkataraman, Arun.
Description:	59 p.
Notes:	Adviser: Paul Bolls.
Contained By:	Masters Abstracts International47-02.
Subject:	Design and Decorative Arts. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1459357
ISBN:	9780549840589

The sonic boom: Effect of logo presentation style in television commercials on memory for the advertised brand.
Venkataraman, Arun.

The sonic boom: Effect of logo presentation style in television commercials on memory for the advertised brand. - 59 p.

Adviser: Paul Bolls.

Thesis (M.A.)--University of Missouri - Columbia, 2007.

This study examines the effect of a structural feature of commercials called sonic branding on recognition and cued recall. A sonic brand or sonic logo can be defined as a unique auditory identity for a brand, also called an audio logo.

ISBN: 9780549840589Subjects--Topical Terms:

1020245
Design and Decorative Arts.

The sonic boom: Effect of logo presentation style in television commercials on memory for the advertised brand.
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020 $a 9780549840589
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100 1 $a Venkataraman, Arun. $3 1057756
245 1 4 $a The sonic boom: Effect of logo presentation style in television commercials on memory for the advertised brand.
300 $a 59 p.
500 $a Adviser: Paul Bolls.
500 $a Source: Masters Abstracts International, Volume: 47-02, page: 0639.
502 $a Thesis (M.A.)--University of Missouri - Columbia, 2007.
520 $a This study examines the effect of a structural feature of commercials called sonic branding on recognition and cued recall. A sonic brand or sonic logo can be defined as a unique auditory identity for a brand, also called an audio logo.
520 $a The design was a 2 (Logo Style: Sonic v/s Visual) x 3 (Television commercials) fractional repeated measures experiment. Logo style was the within-subjects factor with two levels, the sonic-style logo and the visual-only style logo viewed in the commercial. Television commercial was also a within-subjects factor, with three commercials shown at each level of logo-style. Participants were randomly assigned to one of 6 conditions.
520 $a Brand recognition was tested using a signal detection analysis. Cued brand recall was analyzed through use of a paired sample t-test. The findings suggest that brand recognition is more sensitive for ads with a non-sonic style logo than for ads with a sonic style logo. Sonic branding also does not significantly affect cued brand recall.
590 $a School code: 0133.
650 4 $a Design and Decorative Arts. $3 1020245
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Journalism. $3 576107
650 4 $a Mass Communications. $3 1017395
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710 2 $a University of Missouri - Columbia. $3 1017522
773 0 $t Masters Abstracts International $g 47-02.
790 $a 0133
790 1 0 $a Bolls, Paul, $e advisor
791 $a M.A.
792 $a 2007
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1459357