ИСТИНА

Sonic branding is one of the most promising marketing communication tools. The effectiveness of audio advertising campaigns is determined by the ability of sound elements to form a positive brand image in the consumers’ minds. Our study aims to measure the perception of audio advertising stimuli based on a combination of psychophysiological and sociological methods. The analysis of EEG data and subjective responses shows that a high level of experienced emotions is associated with interest in the advertised brand. We also find an evidence on the role of jingles in forming positive brand associations.