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Musical Accompaniment as a Factor of Psychological Effectiveness of Advertising
The purpose is to investigate the influence of three components of the musical accompaniment of advertising (dynamic range (DR), volume, and tempo) on its psychological effectiveness. The psychological effectiveness of advertising is understood according to the AIDA model. The study involved 296 people aged 17–40 years. An intergroup experimental study was conducted. Respondents were shown the advertising, in which the parameters of musical accompaniment were varied: dynamic range of musical accompaniment, volume level, and tempo. To measure the level of psychological effectiveness of advertising, a questionnaire was elaborated. The data were analyzed using ANCOVA covariance analysis and Mann–Whitney U test. The results showed the following relationships: (1) there is an influence of DR on the overall effectiveness of advertising, attention and interest, as well as the desire to purchase advertised goods; (2) there were no influence of volume on attention, but the effect of volume on the emotions was observed, as well as the combined effect of volume and dynamic range; (3) the hypothesis about the influence of the music tempo on the effectiveness of the advertising effect was partially confirmed: the rate only exerts its influence together with other factors; (4) the assumed influence of the side variables (familiar musical composition and familiar advertising) on the indicators of the effectiveness of advertising turned out to be significant. Results can be used in the development of promotional products.
