HOW MUSIC IN ADVERTISING AFFECT RETENTION AND RECALL OF THE PRODUCT/BRAND

Abstract

The purpose of this study is to find out how jingles used in advertisement plays a role in the retention of the product. A questionnaire was developed to acknowledge people about retention and recall of jingles. This survey is carried out in Delhi and about 32 responses were received from the subsequent questionnaire. The results have shown that people living in Delhi were all influenced by jingles. Moreover, among the two factors, music of jingles has a significant and positive effect on product retention and recall as compared to lyrics whose effect seems to be insignificant. This suggested that an inappropriate match of music in the advertisement with the brand or product being advertised might lead to misinterpretation of the advertising message and it can be distractive at times. Hence this result revealed the impact of music in advertising and how much it can affect the consumers. As the researchers did the research, it is proven that music in advertising is really important and it does affect consumers’ buying behavior.