AIRTEL

This study examines the influence of Airtel's music based advertising on brand recall among undergraduate students at the University of Benin. The objectives of the study were to investigate the impact of Airtel's music based advertising on the Brand Recall among undergraduates, critically analyse the effectiveness of music based advertising in promoting brand awareness and message retention among the university of Benin undergraduates. Another major objective of the study was to examine students' perception of Airtel's music based Advertisements and its impact on consumer and to further review music based advertising as a key factor in students" preference for Airtel over other telecom brands. For its methodology, survey research method was used to gather the data for the study. The findings however revealed that frequent exposure to Airtel's music based advertising enhances brand familiarity. The study also revealed that there is a strong association between music and Airtel's brand Identity. It was further revealed that music in Airtel's advertisements acts as an external route to persuasion. Hence, the researcher recommended among other things that there should be a continued use of music in advertising, maintaing consistency in audio branding, incorporate cross platform promotion and also monitor the feedback and engagement from their audience to regularly evaluate how their music based advertising are being recieved