| dc.description.abstract | Advertising is one of the means of communication for companies to persuade their
audience to purchase their products. Advertisements are delivered to the consumers
through various forms of media, such as television, radio, printed ads, billboards, product
placement, etc. In the mentioned forms of advertising, TV commercials – TVC is
believed to be one of the most effective communication tool that can help one brand to
reach millions of audience at the same time. Music has always been one of the most
important elements that contribute to the success of a TVC. Using music appeal in the
advertisement is a challenging work for all the advertisers; and recently, consumers have
raised great attention and different opinions towards the issue. Therefore, understanding
the impact of music appeal in the TVC on consumer’s attitude is an interesting topic for
different industries.
This paper is to study the impact of using music appeal in the TVC on the
consumer’s attitude and to discover the customer’s opinions on the Pantene brand. The
Tri-component attitude model, which explains that the attitude is composed by three
interactive components that are cognition, affection, and conation, is applied into this
research. The perfect combination of qualitative method and quantitative method in
Triangulation approach helps raising the reliability through in-depth interviews and
surveys. From the results, some applicable recommendations would be given to Pantene
as well as other FMCG firms.
Despite the existence of limitation, the author hopes that the research is useful to
enhance the advertisement’s quality in Vietnam market. | en_US |
