An exploratory, multi-method approach into the effectiveness of music in advertising

Abstract

Purpose: The purpose of this dissertation is to present exploratory research on the effectiveness of music in advertising. Design/Methodology/Approach: This is a multi-method research. Three focus groups have been conducted using convenience, non-probabilistic sample with segmentation orientation. In addition, three interviews with experts in the field following the Delphi Method Approach have been carried out. Findings: Being an exploratory research, finite conclusions may not be drawn from this dissertation. However, the general perception gathered about the subject is that it is important for marketers to look into the music aspect carefully when choosing their piece for their advert. It must be linked to all the components of the advert and it has to be in parallel to the plot, the brand, or the product advertised. Research Limitations/Implications: Being a vast subject which is in its initial stages of research, this dissertation is the first of its kind in Malta by putting forward the opportunities which music provides to marketers. Practical Implications: This study may be followed up with deductive research on the subject. This dissertation provides initial insights of what the subject undertakes. Originality/Value: Music in advertising is used by many. However, very little research is present and existing studies have some contradicting arguments and are scattered, in that they don't relate to previous literature. This study attempts to highlight the main aspects of iii effectiveness in Music and relates the subject to Malta by interviewing Maltese experts and gathering opinions from the Maltese public.