The Influence of Jingle in Radio Advertising Towards Brand Recall and Buying Behavior / Aina Mariah Mohamad Poad

• Main Author: Mohamad Poad, Aina Mariah
• Format: Student Project
• Language: English
• Subjects: Statistical data; Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Advertising; Theory. Relation to other subjects; Psychology
• Online Access: https://ir.uitm.edu.my/id/eprint/53645/1/53645.pdf; https://ir.uitm.edu.my/id/eprint/53645/

In radio media, the influx of brands and advertisements may cause consumers to no longer pay as much attention to advertisements broadcasted. Radio stations try to solve this problem by using jingle. Jingle is one of the creative techniques that is used in radio advertising to attract listeners as w...