haku: @author Stewart, D.W. / yhteensä: 6
viite: 5 / 6
| Tekijä: | Stewart, D.W. Farmer, K.M. Stannard, C.I. |
| Otsikko: | Music as a recognition cue in advertising-tracking studies |
| Lehti: | Journal of Advertising Research
1990 : AUG/SEP, VOL. 30:4, p.39-48 |
| Asiasana: | ADVERTISING ADVERTISING RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | The present paper offers a methodology that could be used in future studies of advertising that use music as important executional element. The application of musical cues as substitutes for or complements to more traditional verbal product-cues is promising, since the former are more sensitive than the latter. Another advantage of the musical cue is that it elicits rather different types of commercial feedback from that obtained from a verbal product-cue. |
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