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ABSTRACT
The study investigated the influence of musical advertisements on consumer behaviour of the residents of Benin City Edo State. The objective of the study is to determine the extent as to which musical advertisement influence consumer’s behavior among residents of Benin Metropolis as well as to determine the performance of musical advertisement alongside other forms of advertisement. The researcher made use of the descriptive survey design to gather necessary information. Through the research methodology involving collection of data from a sample of residents of Ekehuan, Uselu, upper sakponba, Oluku and Isihor of Benin City the researcher applied self-administered questionnaire to obtain primary data which was later analyzed by mean score analysis method. Findings shows that there is high extent to which residents of Benin are exposed to musical advertisement and those advertisements influences their buying behaviour about that particular product or services. Based on the findings, the researcher concluded that musical advertisements was the most preferred medium of advertisement of Product, services and ideas. Hence, the researcher recommended that more attention should be focused on using musical medium for advertisement.
