dc.contributor.advisor | Bolls, Paul David, 1966- | eng |
dc.contributor.author | Venkataraman, Arun | eng |
dc.date.issued | 2007 | eng |
dc.date.submitted | 2007 Summer | eng |
dc.description | The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. | eng |
dc.description | Title from title screen of research.pdf file (viewed on September 30, 2008) | eng |
dc.description | Includes bibliographical references. | eng |
dc.description | Thesis (M.A.) University of Missouri-Columbia 2007. | eng |
dc.description | Dissertations, Academic -- University of Missouri--Columbia -- Journalism. | eng |
dc.description.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. | eng |
dc.identifier.merlin | b64882883 | eng |
dc.identifier.oclc | 259324529 | eng |
dc.identifier.uri | https://hdl.handle.net/10355/5072 | |
dc.identifier.uri | https://doi.org/10.32469/10355/5072 | eng |
dc.language | English | eng |
dc.publisher | University of Missouri--Columbia | eng |
dc.relation.ispartofcommunity | University of Missouri-Columbia. Graduate School. Theses and Dissertations. Theses. 2007 Theses | eng |
dc.subject.lcsh | Television commercials | eng |
dc.subject.lcsh | Branding (Marketing) | eng |
dc.subject.lcsh | Memory | eng |
dc.title | The sonic boom: effect of logo presentation style in television commercials on memory for the advertised brand | eng |
dc.type | Thesis | eng |
thesis.degree.discipline | Journalism (MU) | eng |
thesis.degree.grantor | University of Missouri--Columbia | eng |
thesis.degree.level | Masters | eng |
thesis.degree.name | M.A. | eng |