E-Knjižnica FET "Dr. Mijo Mirković"

Music influence on product perception in advertising

Čuić Tanković, Ana and Alerić, Dražen (2012) Music influence on product perception in advertising. In: Marketing challenges in new economy. Sveučilište Jurja Dobrile u Puli. ISBN 978-953-7498-57-3

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As one of the elements used in marketing for the purpose of attaining a marketing goal, music can be utilised in various ways and on different levels. This paper analyses the influence that music has on product perception. It is said that music has had an impact on human emotion and, consequently on human behaviour ever since man took an interest in music. While, historically, the impact of music on man used to be measured exclusively intuitively, since the 1980s, scientific research has been conducted into this area, with a mere twenty-odd research projects completed by the year 1990 (Bruner, 1990). Scientific research, such as the present one, has engaged in providing services and investigating the use of music in advertising. The research was conducted to assess whether different types of music may influence on different perceptions towards the same product, given the same promotional spot: the participants were given a picture of a product, bottle of perfume alongside reproduction of two different kinds of music. After each musical segment, the subjects had to answer a questionnaire which involved following questions: to which customers do they think the product is aimed for, assess the product based solely on the music, give the estimate of a product's price and name the associations which were invoked by listening to the music.

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Tip objekta: Dio knjige
Dodatne informacije: e-book
Teme: 6 Tehnologija (primijenjene znanosti) > 65 Menadžment i organizacija industrije, trgovine i komunikacija > 658 Poslovni menadžment, upravljanje, administracija. Organizacija poslovanja > 658.8 Marketing. Prodaja. Prodavanje. Distribucija, raspačavanje
Odjeli: Odjel za ekonomiju i turizam "Dr. Mijo Mirković"
Datum pohrane: 04 Jul 2013 06:22
Zadnja promjena: 04 Jul 2013 06:22
URI: http://eknjiznica.unipu.hr/id/eprint/2222

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