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Keywords: Radio commercials
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2011) 28 (6): 396–411.
Published: 13 September 2011
... Aad. Given the numerous possible negative responses to music in a TV or radio commercial, achieving a favorable Aam among most target audience members is very challenging, especially when music‐message fit is lacking. Practical implications The paper offers cautionary advice...
