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| Author: | Allan, D. |
| Title: | A content analysis of music placement in prime-time television advertising |
| Journal: | Journal of Advertising Research
2008 : SEP, VOL 48:3 p.404-417 |
| Index terms: | television advertising advertising effectiveness consumers attitudes music |
| Language: | eng |
| Abstract: | The study examines the prime-time television commercials to qualify the placement of music in advertising. The study consisted of 3456 primetime television commercials from which most of the advertisements contained some type of music. A code sheet was used to record information on the placement of music in the commercials. The coding instrument consisted of 31 variables organized around five areas: programming, commercial characteristics, demographics, product characteristics, and music characteristics. The findings reveal that the type of music used in the commercials varied in different product categories. In addition popular music is more likely to be relevant to the advertisement narrative than the product or service. |
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