Werbung mit Musik: Theoretische Grundlagen und experimentelle Studien zur Wirkung von Hintergrundmusik in der Rundfunk und Fern,Used

Werbung mit Musik: Theoretische Grundlagen und experimentelle Studien zur Wirkung von Hintergrundmusik in der Rundfunk und Fern,Used

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SKU: DADAX3790804606
Brand: Springer
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Das Buch gibt einen umfassenden berblick ber den Einsatz, die Gestaltung und vorliegende Forschungsbefunde von Musik in der Hrfunk und Fernsehwerbung. Im Vordergrund der Betrachtung stehen dabei die kommunikativen Mglichkeiten von Hintergrundmusik zur MarkenPositionierung weitgehend homogener Konsumgter bei schwach involvierten Konsumenten. Anhand von fnf experimentellen Studien wird der Einflu unterschiedlicher Hintergrundmusik im HrfunkProgrammkontext auf verschiedene Werbewirkungsindikatoren untersucht.

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