The effect of the integration of different acoustic and visual stimuli depending on target groups involvement

Abstract

Up to date studies on integrated marketing communication have mainly focused on visual and verbal stimuli. However, the interaction of different acoustic and visual stimuli to construct brand knowledge remains unexplored, even though these modalities may mutually support or constraint each other when memory structures are built. The present study demonstrates that the semantic integration of acoustic and visual stimuli is more advantageous for marketing communication than the formal integration of these stimuli, or the use of semantically different visual and acoustic stimuli. In addition, semantic integration has a positive bearing on memory.