The development of Internet advertising and the increasing presence of music in our daily lives oriented us to investigate the audio ad banner. Based on previous work, we attempt to understand the impact of music on the net surfer’s attitude varying the types of music and the tempos. Thus, we studied the impact of the characteristics of the music on the responses to advertising, but also the role of the preference, the activation and the typicality, implication and musical expertise of net surfer. In the study, scales are adapted and validated in the Turkish context.The study showed that the affective and cognitive influences of the music can influence together responses to advertising. The music, by its presence, increases the memorization of the banner. Consistency between the tempo and type of music supports the preference. Therefore, these two easy to manipulate elements must not be neglected in a campaign. In addition, the results related to the implication should help in targeting Internet users.
