Audio Design in Branding and Advertising

Rodero, Emma; Larrea, Olatz

doi:10.4324/9781003009276-5

Cited by 5 publications

(5 citation statements)

References 1 publication

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“…Radio is considered an effective platform for creating images of the consumer mind, as the human brain can synthesize signals, catalog them, and coordinate them (Lezama‐Espinosa & Hernandez‐Montiel, 2020; Wang et al, 2022). This platform allows the use of different forms of audio branding such as audio logos, claim sounds, commercial songs, jingles, brand songs, brand voices, and product sounds (Barrio Fraile et al, 2021; Rodero & Larrea, 2020; Rodriguez et al, 2022). Accordingly, radio ad messages have great potential to provide meaning and recognition to all types of organizations (Barrio Fraile et al, 2021).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Is this a family business? Effectiveness of implementing family businesses branding strategies on a radio platform

Santos

Llanos‐Contreras

Ibáñez‐Caamaño

et al. 2023

J of Consumer Behaviour

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Understanding how family firms can use their family image to their advantage in communication strategies is an opportunity for business continuity. This study identifies the effects of family hotels' corporate brand strategy through radio advertising on customer perceptions and attitudes using family image communication literature and radio advertising research. Online experiment using radio ads from these hotels and a survey of 1002 participants from Chile and Spain were conducted. The results suggest that strategies improving the firm's ability to communicate the family image results in better consumer response in terms of expectation, perceived quality, visit intention, and willingness to pay more. We conclude that radio ads are an effective channel for communicating family firm images. Managers can take advantage of monetizing the benefits of family firm images through radio ads. | INTRODUCTIONBuilding a brand based on the firm's family image provides opportunities for differentiation and positioning the firm based on unique resources, such as family history, tradition, and experience (Botero

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Section: Theoretical Frameworkmentioning

confidence: 99%

Is this a family business? Effectiveness of implementing family businesses branding strategies on a radio platform

Santos

Llanos‐Contreras

Ibáñez‐Caamaño

et al. 2023

J of Consumer Behaviour

View full text Add to dashboard Cite

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“…To present their products, businesses select suitable voices from voicebanks of media companies, which offer recordings of diverse speakers presenting various speech styles. Although advertisements intended for audio media are widely produced, there are few studies on voices used in advertising and this leads to voices being chosen by intuition (Westermann, 2008;Rodero and Larrea, 2021). More consideration given to the choice of voice might increase the effectiveness of an advertisement.…”

Section: Introductionmentioning

confidence: 99%

“…Therefore, the need for effective and engaging audio advertising remains. Studies have shown that emotions fostered in listeners by speech features influence their willingness to buy, which is why the importance of choice of voice type cannot be underestimated (Nagano et al, 2021;Rodero and Larrea, 2021). To save time and money in ad production, it is sensible to search for alternatives.…”

Section: Introductionmentioning

confidence: 99%

Robot reads ads: likability of calm and energetic audio advertising styles transferred to synthesized voices

Pajupuu

Altrov

et al. 2023

Front. Commun.

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The increasing prevalence of audio advertising has provided a challenge to find out more about voices and performance styles used in advertisements. In this study, we were interested in the listeners' preferences when a synthesizer performs the advertisements. As training an advertisement style synthesizer requires big corpora, the creation of which is time-consuming and expensive, we have chosen to use less resource-intensive style transfer on already extant synthesized voices trained on neutral speech. We used a corpus of advertisements created out of 120 male and 120 female voices reading one text in both an energetic and calm advertisement style, the styles most commonly provided by advertising agencies, to train four style transfer models: energetic and calm for both male and female voices. These were used to convert two synthesized female and two male voices that had been created using a Merlin-based speech synthesizer for Estonian. Each converted voice performed three short advertisements. Adult listeners rated the likability of the performances on a 7-point Likert scale. The results showed that the calm performance style was overwhelmingly preferred. We also ascertained the acoustic features of the calm and energetic performances using the open-source toolkit openSMILE to calculate the 88 parameters of the extended Geneva Minimalistic Acoustic Parameter Set. The calm style differed from the energetic in acoustic features that are related to a lower, quieter, and more sonorous voice and a more neutral speaking style. Considering the difference in style ratings, it is worth taking the target audiences' style preferences into account.

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“…More effective advertisements can be developed by taking cultural differences into account and observing how advertisements can vary by culture (Bradley et al, 1994). Rodero and Larrea (2021) stressed that an effective advertising voice draws the listener's attention, encourages recall, and creates an emotional impact. However, despite the importance, there are few studies on the selection of voice in advertising, and in the advertising industry voices are chosen mostly by intuition (Chattopadhyay et al, 2003;Westermann, 2008;Nagano et al, 2023).…”

Section: Introductionmentioning

confidence: 99%

Radio advertisement speech style preferences among listeners with different first languages within one country

Altrov,

Pajupuu,

Pajupuu

et al. 2023

Front. Commun.

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ObjectiveThe goal of the study was to find out if, in a society where there is a large community of people for whom the official state language is a second language, they prefer to listen to state-language radio advertisements in the same performance style as listeners for whom the official state language is their first language.MethodAn experiment was conducted in Estonia, with two groups: those who spoke Estonian as their first language and those who spoke Russian as their first language and Estonian as their second. Both groups listened to Estonian-language radio advertisements presented by various spokespeople, half of which were performed in a calm style (low arousal) and half in an energetic style (high arousal). They then rated the likability of each performance.ResultsThe results showed that both groups preferred the calm style but there were significant differences in the scores: the first group gave the calm style significantly higher scores than the second group, while the latter scored the energetic style more highly.ConclusionKnowing the advertising style preferences in a society where people have different first languages may allow for better targeting of advertising.

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Audio Design in Branding and Advertising

Cited by 5 publications

References 1 publication

Is this a family business? Effectiveness of implementing family businesses branding strategies on a radio platform

Is this a family business? Effectiveness of implementing family businesses branding strategies on a radio platform

Robot reads ads: likability of calm and energetic audio advertising styles transferred to synthesized voices

Radio advertisement speech style preferences among listeners with different first languages within one country

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