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The influence of music on the memory of advertising product

Summary/Abstract: Considering the widespread appearance of advertising products with the presence of music, the aim of this research was to examine the influence of different types of music (pop, rock and classical) and task's difficulty (easy / difficult) on the memory of the advertising product. Based on the results of the survey involving 40 participants (18 males, 22 females), an average age of 21 (M = 21.75, sd = 3.30) years, the sexually neutral product (toothpaste) was selected, assigned to fictitious name through the ˝xyzzy˝ program. The same participants evaluated the representativeness of the songs for a certain type of music and were considered most representative in the main part of the research. In the main part of the study 60 participants (27 men and 33 women), students, average age 21 (M = 21.32, sd = 1.33) participated in 4 independent groups per 15 participants. Within each group, the same commercials were presented with different types of music: pop, rock, classic and group in which the commercial was presented without music, ie in silence. Participants were performing one task of mental arithmetic (difficulty or easy) for one minute and simultaneously listened to the advertising content. Immediately after the end of the advertisement and two days later, the participants filled out a recall list and a list for recognizing the content related to the advertisement. Records for recognition and recognition as well as task efficiency were subsequently evaluated. Given the results obtained, there is no statistically significant difference in the amount of properly reproduced information content information in terms of the type of music as well as the task's difficulty. It has been established that there is a statistically significant difference in the amount of properly reproduced information content information in terms of recall time, higher amount of properly reproduced information is produced immediatelly after listening of commercial.

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