Abstract:

Music and advertising research is varied and unstructured. Throughout the decades, music has played a significant role in advertising. Companies utilize music in their advertising to attract attention, elicit emotions, and, simply put, to make the ad more memorable. This study explores the impact of music in advertising and its impact on customers of selected banks, taking into account the most essential variables that characterize related study. A review of relevant papers identified a variety of research gaps as well as a clustering of the major research traditions. It's worth noting that the use of music in advertising is quite vital and should not be disregarded by advertisers or companies.