How Jingles in Advertising Affect Retention and Recall of the Product

Shakil , A. and Siddiqui, D. A. (2019).How Jingles in Advertising Affect Retention and Recall of the Product. International Journal of Thesis Projects and Dissertations , 7(2), 20-29

10 Pages Posted: 2 Jan 2019 Last revised: 8 May 2019

See all articles by ASAD SHAKIL

ASAD SHAKIL

University of Karachi, Business School, Students

Danish Ahmed Siddiqui

University of Karachi - Karachi University Business School

Date Written: 2019

Abstract

The purpose of this study is to find out how jingles used in advertisement plays a role in retention of the product. A questionnaire was developed to acknowledge people about retention and recall of jingles. This survey is carried out in Karachi and about 100 responses were received from the subsequent questionnaire. The analysis includes reliability analysis, regression analysis and anova. The results have shown that people living in Karachi were all influenced by jingles. Moreover, among the two factors, music of jingles have a significant and positive affect on product retention and recall as compared to lyrics whose effect seems to be insignificant. This suggested that inappropriate match of music in the advertisement with the brand or product being advertised might lead to misinterpretation of the advertising message and it can be distractive at times. Hence this result revealed the impact of music in advertising and how much it can affect the consumers. As the researchers did the research, it is proven that music in advertising is really important and it does effect on consumers’ buying behavior.

Keywords: jingles, retention, recall, advertisement, consumer purchasing power

Suggested Citation

SHAKIL, ASAD and Siddiqui, Danish Ahmed, How Jingles in Advertising Affect Retention and Recall of the Product (2019). Shakil , A. and Siddiqui, D. A. (2019).How Jingles in Advertising Affect Retention and Recall of the Product. International Journal of Thesis Projects and Dissertations , 7(2), 20-29, Available at SSRN: https://ssrn.com/abstract=3302192 or http://dx.doi.org/10.2139/ssrn.3302192

ASAD SHAKIL

University of Karachi, Business School, Students ( email )

University Road
Karachi, 75270
Pakistan

Danish Ahmed Siddiqui (Contact Author)

University of Karachi - Karachi University Business School ( email )

University Road
Karachi, Sindh 75270
Pakistan
3333485884 (Phone)

Do you have negative results from your research you’d like to share?

Paper statistics

Downloads
2,109
Abstract Views
5,785
Rank
13,504
PlumX Metrics