Music has become an integral part of advertising. But which is the best approach to music use: strategic (the same piece of music used consistently across consecutive advertising campaigns) or tactical (consecutive advertising campaigns using different pieces of background music)? The present study monitored electrical brain responses of participants while they were presented with existing TV and radio adverts with strategic, tactical, or no music. Adverts with strategic music were liked more, found more familiar, and more impactful for radio than TV adverts. The neural correlates of music usage were characterized by the &bgr;- and &ggr;-band oscillations, especially in the frontal regions, reflecting an enhanced preferential engagement. Further, adverts with strategic music were associated with a larger frontal asymmetry, suggesting for a potentially positive affective response. Furthermore, we observed an increased and sustained neural effect of strategic versus tactical music use in radio adverts. Together these findings offer novel indications for an optimum use of background music to promote advert effectiveness.

中文翻译：

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新颖或一致的音乐？一项调查音乐在广告中使用的电生理学研究。

音乐已成为广告不可或缺的一部分。但哪种音乐使用方法最好：战略性（在连续广告活动中始终使用同一首音乐）还是战术性（使用不同背景音乐的连续广告活动）？本研究监测了参与者在观看现有电视和广播广告时的脑电反应，这些广告带有战略性、战术性或无音乐。与电视广告相比，带有战略性音乐的广告更受喜爱、更熟悉、对广播更有影响力。音乐使用的神经相关性以 &bgr;- 和 &ggr;- 波段振荡为特征，特别是在额叶区域，反映了增强的优先参与。此外，带有战略性音乐的广告与更大的正面不对称有关，暗示潜在的积极情感反应。此外，我们观察到在广播广告中使用战略与战术音乐的神经效应增加且持续。这些发现共同为优化使用背景音乐以提高广告效果提供了新的指示。