IMPLICIT TESTING FRAMEWORK

A large-scale investigation into the effects of music in advertising

Music is used extensively in advertising to reinforce the brand personality, support the storytelling, or both. But the music is always secondary to the core messaging and as such is principally experienced via the consumer subconscious. Until now there has been no way of measuring and quantifying the comparative implicit effectiveness of alternative music options in advertising, relying instead on an overwhelmingly subjective approach. This white paper details how a new benchmarked framework for measuring musical effectiveness was created and how this underpins a new and sophisticated implicit testing framework.