Music in advertising does not only transmit sensations, it also frames messages and primes brand performances. However, few studies have investigated audio placements of product names or slogans in product advertising theme songs. Furthermore, currently, with the ubiquity of smartphones and personalization of mobile phones,? mobile advertising is increasingly valued. Therefore, the purpose of this study is to investigate the relationship between product congruency regarding embedded music in mobile games and mobile advertising. The theoretical foundations draw on the classical conditioning theory, ELM, and the limited-capacity model of attention in order to examine the effects of audio and visual placement congruency on mobile advertising. The results showed that gamers have higher recall and more positive attitudes towards brands embedded in the game when there is a fit between the background music of the game and the brands placed in the game, than when there is no fit between the music and brands. In addition, attitude towards music mediates the relationship between the fit and brand attitude.