Marketing with Music
Gail Tom
(Professor of Marketing, Department of Management, School of Business and Public Administration, California State University, Sacramento)
2848
Abstract
Discusses the use of hit music, parodies of hit music, and originally scored music for products advertised in television commercials. Examines the results of a study undertaken to determine the role of music as a memory factor. Summarizes that music created specifically for a product is a more effective retrieval cue than a parody, which is in turn more effective than the use of original hits.
Keywords
Citation
Tom, G. (1990), "Marketing with Music", Journal of Consumer Marketing, Vol. 7 No. 2, pp. 49-53. https://doi.org/10.1108/EUM0000000002576
Publisher
:MCB UP Ltd
Copyright © 1990, MCB UP Limited