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dc.contributor.authorBurke, Kelly Elizabeth
dc.date.accessioned2014-03-03T21:09:05Z
dc.date.available2014-03-03T21:09:05Z
dc.date.issued2004-05
dc.identifier.otherburke_kelly_e_200405_ma
dc.identifier.urihttp://purl.galileo.usg.edu/uga_etd/burke_kelly_e_200405_ma
dc.identifier.urihttp://hdl.handle.net/10724/21444
dc.description.abstractIn comparison to other notable topics in advertising, music in advertising is a subject of relatively scarce study in mass communication research despite its prevalent role in commercials and marketing. Music presents an undeniably powerful force in the world that can and should be utilized to its fullest potential in the advertising realm. This study considers the core advertising process of brand positioning and achieving campaign objectives in light of the advertising musical choices. A manipulation check was administered to test a possible bridge between the established brand personality concept and advertising music. Aaker’s (1997) five brand personality factors (Sincerity, Excitement, Competence, Sophistication, and Ruggedness) were used. An experiment followed to test the effects of ad claim/music congruity in light of schema congruity theory. The results showed that consumers can perceive suggested brand personality characteristics in advertising music and that schema congruity does affect consumer responses.
dc.languageeng
dc.publisheruga
dc.rightspublic
dc.subjectBrand Personality
dc.subjectAdvertising Music
dc.subjectSchema
dc.subjectSchema Congruity
dc.subjectPositioning
dc.subjectMusic
dc.subjectBig Five Brand Personality
dc.subjectInformation Processing
dc.titleA perfect duet?
dc.title.alternativebrand personality positioning and advertising music matching
dc.typeThesis
dc.description.degreeMA
dc.description.departmentJournalism
dc.description.majorJournalism
dc.description.advisorSpencer Tinkham
dc.description.committeeSpencer Tinkham
dc.description.committeeCarolina Acosta-Alzuru
dc.description.committeeKaren King


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