Gaetano Andrea Mancini, Giulia Salvadori

L'influenza della musica nella pubblicità radiofonica

  • Abstract

Informations and abstract

Keywords: Music; Radio Advertising; Memory; Pleasure; Purchase Intention.

This research purposes to investigate the efficacy of music in radio advertising, to value the influence that exercise on memory of information, on pleasure of the elements of the advertising and on the purchase intention of the listener. The results showed that the music's presence increases the radio advertising efficacy in terms of memory of information.

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