Start Page
Information About the Journal
About the Editor-in-chief
Thematic profile of the Journal
The latest
Issues List
Editorial Council
Editorial Board
Magazine Representatives
Article Submission Guidelines
Ivanov S. A.
Chair of Management and Integrated Marketing Communications, St. Petersburg University of State Fire Fighting Service of Emergency Control Ministry of Russian Federation, PhD (Economics), Professor
Bakhtin A. A.
PhD student, Chair of Marketing, St. Petersburg State University of Economy and Finances

The use of musical means of communication with a consumer: concept of efficiency (Russia, St. Petersburg)
The article focuses on the use of musical means in marketing communications; the authors argue that success in this sphere requires developing of conception on the basis of an all-encompassing communicative model that includes interrelated indices of efficiency
Key words: marketing communications, music, audio means, advertisement, efficiency, communicative mode
Pages: 222 - 226

1. Безлатный Д.В. Психология в рекламе: искусство манипуляции общественным сознанием. — М.: ООО «Ваш полиграфический партнер», 2011.
2. Вуйма А.Ю. Коммуникативные функции музыки в рекламе. Дисс. ...канд. культурологии. — СПб, 2000.
3. Зазыкин В.Г. Психология в рекламе. — М.: ДатаСтром, 1992.
4. Крылова А.В. Звук в рекламе: учебное пособие. — Ростов н/Д.: Феникс, 2008.
5. Маркетинг взаимодействия: учебник для вузов / Г.Л. Багиев. — СПб.: Астерион, 2011.
6. Мелентьева Н.И. Межсубъектные коммуникации и эффективность взаимодействия в системах маркетинга: Дис. ... док. эк. наук. — СПб, 2007.
7. Andersen, L.P. The form and content of advertising. — Copenhagen: Samfundsliteratur, 2001.
8. Arning, C., Gordon, A. Sonic Semiotics — The Role of Music in Marketing Communications // ESOMAR Annual Congress. — 2006.
9. Bierley, C., McSweeney, F. and Vannieuwkerk, R. Classical Conditioning of Preferences for Stimuli. Journal of Consumer Research. — 1985. — 12.
10. Bjurstrom. E., Lilliestam, L. Sell it in tunes. — Stockholm: Konsumentverket, 1993.
11. Bode, M. Music in advertising research, especially regarding interpretive approaches. — Frankfurt am Main: Peter Lang, 2004.
12. Helms, S. Music in advertising. — Wiesbaden: Breitkopf & Hartel, 1981.
13. Holbrook, M. Ambi-diegetic music in films as a product-design and –placement strategy: The sweet smell of success // Marketing theory. — 2004. — № 4(3).
14. Huron, D. Music in Advertising: An Analytic Paradigm // Musical Quarterly. — 1989. — 73/4.
15. Jacke, Chr., Junger, S., Zurstiege, G. Importunate stories — On the relationship between music and advertising. — Karben: CODA Musikservice + Verlag, 2000.
16. Kellaris, J., Cox, A. The Effects of Background Music in Advertising: A Reassessment // Journal of Consumer Research. — 1989. — 16.
17. Music in Advertising. Commercial Sounds in Media Communication and other Settings. Ed. by N. Graakjaer & C. Jantzen. — Aalborg University Press, 2009.
18. Oakes, S. Evaluating Empirical Research into Music in Advertising: A Congruity Perspective // Journal of Advertising Research. — 2007. — 47/1.
19. Petty, R., Cacioppo, J. and Schumann, D. Central and Peripheral Routes to Advertising Effectiveness: The Moderating Effect of Involvement. Journal of Consumer Research. — 1983. — 10.
20. Ritscher, I. Acoustic advertising — It’s effect and potentials. — Berlin: Duncker & Humblot, 1966.
21. Rosing, H. Music in advertising // Popular music perspectives. — Gothenburg: IASPM, 1982.
22. Scott, L.M. Understanding jingles and needledrop: A rhetorical approach to music in advertising // Journal of Consumer Research. — 1990. — № 17.
23. Steiner-Hall, D. Music in TV commercials. — Frankfurt: R.G. Fischer Verlag, 1987.
24. Zander, M. Musical Influences in Advertising: How Music Modifies First Impressions of Product Endorsers and Brands // Psychology of Music. — 2006. — 34/4.

Article in russian

Back to the issue content

Copyright © Problems of Modern Economics 2002 - 2022