Honors Theses
Date of Award
Spring 5-11-2024
Document Type
Undergraduate Thesis
Department
Integrated Marketing Communication
First Advisor
Christina Sparks
Second Advisor
Ike Brunner
Third Advisor
Nancy Balach
Relational Format
Dissertation/Thesis
Abstract
For generations, music has served as a powerful marketing tool. When radio reigned supreme as the go-to source of household entertainment, savvy advertisers employed any means necessary to capture the listener's attention. Even today, music remains a powerful force in shaping culture, driving, and reinforcing consumer behavior.
This study aims to explore how brands leverage music in their advertisements to enhance consumers' recall of their products. By utilizing music as a marketing tool, advertisers can effectively ingrain their products in consumers' minds. Selected advertisements are examined to determine how the effect of advertising jingles can create a consistent and memorable messaging strategy through a multidisciplinary approach that draws on psychology, musicology, and history.
The research presented includes a literature review, two major case studies, and a survey distributed to consumers across the United States. The survey with 429 overall respondents was distributed via social media, email, and word of mouth. Findings from the research were analyzed to determine the effectiveness of advertisements that support a brand message with music. The purpose of the survey was to evaluate the effectiveness of specific ads with and without music to understand what makes jingles successful.
Recommended Citation
Wood, Brady Jonah, "Get It Out of My Head: The Psychological Effects of Music in Strategic Advertising Practices" (2024). Honors Theses. 3181.
https://egrove.olemiss.edu/hon_thesis/3181
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