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Author: | Roehm, M.L. |
Title: | Instrumental vs. vocal versions of popular music in advertising |
Journal: | Journal of Advertising Research
2001 : MAY-JUN, VOL. 41:3, p. 49-58 |
Index terms: | ADVERTISING RESEARCH CONSUMER BEHAVIOUR MUSIC |
Language: | eng |
Abstract: | The present research examines recall for advertising messages that are presented via two musical formats: either via an instrumental version of a popular song or via a vocal version. For individuals who are familiar with the song, recall of the message is greater when an instrumental version of the song appears than when a vocal version of the song appears. |
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