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The sonic boom: Effect of logo prese...

University of Missouri - Columbia.

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The sonic boom: Effect of logo presentation style in television commercials on memory for the advertised brand.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The sonic boom: Effect of logo presentation style in television commercials on memory for the advertised brand./
作者:	Venkataraman, Arun.
面頁冊數:	59 p.
附註:	Adviser: Paul Bolls.
Contained By:	Masters Abstracts International47-02.
標題:	Design and Decorative Arts. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1459357
ISBN:	9780549840589

The sonic boom: Effect of logo presentation style in television commercials on memory for the advertised brand.
Venkataraman, Arun.

The sonic boom: Effect of logo presentation style in television commercials on memory for the advertised brand. - 59 p.

Adviser: Paul Bolls.

Thesis (M.A.)--University of Missouri - Columbia, 2007.

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.

ISBN: 9780549840589Subjects--Topical Terms:

1020245
Design and Decorative Arts.

The sonic boom: Effect of logo presentation style in television commercials on memory for the advertised brand.
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520 $a 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.
520 $a 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.
520 $a 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.
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