Abstract
ABSTRACTThis 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.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
