The behavioural and cognitive effects of music in advertising: How music influences memory and attitude towards brands and products
Başlık çevirisi mevcut değil.
- Tez No: 401788
- Danışmanlar: DR. ZHONGQI JIN
- Tez Türü: Yüksek Lisans
- Konular: Müzik, Reklamcılık, Music, Advertising
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2010
- Dil: İngilizce
- Üniversite: Middlesex University
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Pazarlama Yönetimi Ana Bilim Dalı
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 62
Özet
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Özet (Çeviri)
Music is invariably used as an intermediary for drawing consumers' attention to products and brands, which has led to a burgeoning interest in the influence of music in advertising on the consumer as a research topic in recent years. The aim of this master's dissertation is to provide a research on how consumer behaviour is affected by the employment of music in marketing`s one of the most crucial components: advertising. The effects of music on setting predilection and attitudes towards products and brands will be investigated through supportive theories and experiments in the psychology of music and a focus group. More specifically, this dissertation explores the influence of music on Turkish people`s behaviour by (1) using appropriate and relevant music theories and presenting some case studies from Turkish Advertising Industry and (2) moderating a focus group to understand and interpret the participants' attitudes towards brands and products and to suggest some areas for further study. Four focus groups consisting of seven people aged 20 to 45 were moderated for the purposes of this research. While doing my research, books, articles and internet sources from both national and international sources were used. I had the opportunity to exchange ideas with many professors and academics in Mimar Sinan University, the leading fine arts university in Istanbul, where I received a part-time degree in violin. Concisely, through gathering qualitative data and using secondary data, I tried to reveal the effects of music in advertising from the vantage point of Turkish people, which is a research topic not investigated before.
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