Signalist? Javisst!: En kvantitativ undersökning om signaleffekter av reklamframförande via ljud

Sammanfattning: The Swedish population is today exposed to more ads than ever. The number of advertising channels is growing, as well as the number of companies and their advertising expenses. As the products are becoming more alike, the harder it gets for the companies to convince the consumers their product is better than their competitors’. In order to succeed they need to understand what they communicate to the consumers through their different marketing activities, and how that affects the consumers’ view of the brand and the product. The purpose of this paper is to get a deeper insight into what signals a company sends to the consumers through their audio performance in commercials. By studying how the consumers perceive the brand and how that affects key measures such as product quality, brand attitude, brand interest and buying intentions, we will get a better understanding of how companies could communicate more effectively through audio performances such as in radio. The study was carried out as an experiment where we exposed almost 1500 of the radio listeners of Lugna Favoriter and RIX FM to two radio commercials after which they answered a survey. The commercials were identically produced except for the message performance, where one was performed singing and the other was performed talking. The paper adds to the research of marketing signals as well as radio advertisement, and gives strong support that by singing the ad message; consumers perceive more positive brand associations as well as enhanced product quality, brand interest and buying intention.