Mahsal Khan, Syazwani and Abdul Hamid, Norsiah and Mohd Rashid, Sabrina (2019) Music and its familiarity affection on audience decision making. Jurnal The Messenger, 11 (1A). pp. 70-80. ISSN 2086-1559

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Abstract

This article discuss a problem regarding the lack of using familiar music and its effect on audience decision making to buy advertised products or services. This study is to help the experts to maintain young audience focus while selling their products or services more effective using the familiar music in the advertisement content. The utilization method used for this study was in-depth interview, involved with ten informants which covered experts from academicians, advertising practitioners and musicians. It based on snowball sampling, because not all these experts have the knowledge on this issue. The Elaboration Likelihood Model was applied to show the process of decision making. Thematic analysis used to analyze two themes emerged from this study; Repetition of Musical Tone as Remembrance. This study may provide contribution in terms of ideas for music and advertising industry producing familiar catchy musical sound for their purpose

Item Type:	Article
Uncontrolled Keywords:	Music, Advertising, Familiar, Audience, Decision Making.
Subjects:	Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Divisions:	School of Multimedia Technology & Communication
Depositing User:	Mrs. Norazmilah Yaakub
Date Deposited:	10 Jul 2019 08:21
Last Modified:	10 Jul 2019 08:21
URI:	https://repo.uum.edu.my/id/eprint/26194

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