Title
The value of using popular music and performers on brand and message recall in television advertising jingles
Author's Department
Journalism & Mass Communication Department
Document Type
Research Article
Publication Date
12-15-2022
Abstract
This study offers insights into two critical decisions in jingle-based advertising. How much more could the producer pay to buy the rights to popular music to add to advertising jingles? And how much more could they pay a popular performer to sing the jingle? Will doing so enhance the brand or message recall to justify the investment? Based on 300 interviews that measured unaided and aided day-after recall of five jingle ads concurrently aired on television, popular music and performers increased unaided and aided recall of brand name and ad message. Compared to the base case, a popular performer can increase the brand and message recall by two-and-half folds, and a popular performer and popular music can increase the brand and message recall by six-folds compared to the base case.
First Page
1
Last Page
17
Recommended Citation
APA Citation
Taher, A.
&
El Badawy, H.
(2022). The value of using popular music and performers on brand and message recall in television advertising jingles. 1–17.
https://fount.aucegypt.edu/faculty_journal_articles/4814
MLA Citation
Taher, Ahmed, et al.
"The value of using popular music and performers on brand and message recall in television advertising jingles." 2022, pp. 1–17.
https://fount.aucegypt.edu/faculty_journal_articles/4814