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    • University of Missouri-Columbia
    • Graduate School - MU Theses and Dissertations (MU)
    • Theses and Dissertations (MU)
    • Theses (MU)
    • 2007 Theses (MU)
    • 2007 MU theses - Freely available online
    • View Item
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    The sonic boom: effect of logo presentation style in television commercials on memory for the advertised brand

    Venkataraman, Arun
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    [PDF] public.pdf (1.836Kb)
    [PDF] short.pdf (9.958Kb)
    [PDF] research.pdf (480.6Kb)
    Date
    2007
    Format
    Thesis
    Metadata
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    Abstract
    This study examines the effect of a structural feature of commercials called sonic branding on recognition and cued recall. A sonic brand or sonic logo can be defined as a unique auditory identity for a brand, also called an audio logo. The design was a 2 (Logo Style: Sonic v/s Visual) x 3 (Television commercials) fractional repeated measures experiment. Logo style was the within-subjects factor with two levels, the sonic-style logo and the visual-only style logo viewed in the commercial. Television commercial was also a within-subjects factor, with three commercials shown at each level of logo-style. Participants were randomly assigned to one of 6 conditions. Brand recognition was tested using a signal detection analysis. Cued brand recall was analyzed through use of a paired sample t-test. The findings suggest that brand recognition is more sensitive for ads with a non-sonic style logo than for ads with a sonic style logo. Sonic branding also does not significantly affect cued brand recall.
    URI
    https://hdl.handle.net/10355/5072
    https://doi.org/10.32469/10355/5072
    Degree
    M.A.
    Thesis Department
    Journalism (MU)
    Collections
    • 2007 MU theses - Freely available online
    • Journalism electronic theses and dissertations (MU)

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