The effect of musical accompaniment on the psychological effectiveness of advertising

<p><strong>The purpose of research</strong> - the study of the influence of music clearance advertising at its psychological effectiveness.</p><p><strong>Research objectives:</strong></p><p>1. Theoretical review of literature on the impact of background music in advertising on its effectiveness.</p><p>2. Development of stimulus material for experimental study, implying relevant search infomercial, recording and mixing music for a compilation of clips and audio track with the video.</p><p>3. Development of a questionnaire to measure the effectiveness of advertising exposure and measure the effectiveness of musical influence</p><p>4. Conducting studies on the relationship between the musical accompaniment of advertising and its psychological effectiveness</p><p>5. Analysis of the results, consistent with the purpose and objectives of the present study.</p><p><strong>Object of study:</strong> advertising impact.</p><p><strong>Subject of research:</strong> the psychological effectiveness of advertising exposure.</p><p><strong>Hypotheses of the study:</strong></p><p>1) different genres of musical accompaniment in the commercial as well as its absence, have a different effect on the psychological effectiveness of advertising;</p><p>2) different genres of music accompaniment advertising have a different impact on performance of the musical influence of advertising;</p><p><strong>Survey sample:</strong> The study involved 70 students of the Higher School of Economics in age from 17 to 23 years from different faculties. Gender composition of respondents: 35 women, 35 men.</p><p><strong>Work structure.</strong> Graduate work consists of an introduction, theoretical and empirical chapters, findings, conclusions, bibliography, four appendixes. Also to work with all attached disk rollers employed as stimulus material.</p>