Abstract:

Brands face numerous challenges to break through in today's growing and crowded audio streaming landscape. With this rise in audio consumption, it has become more difficult to produce ads that are captivating, memorable and improve demand. Each creative decision made?from sound effects to tone?can influence how an ad is perceived by listeners. However, brands seldom have an understanding of how these variables impact listener attention, implicit perceptions and depth of memory. To effectively communicate their marketing messages and stay competitive, brands need insight into crafting engaging audio messages that enhance brand recall and drive purchase intent.