£54.99

Springer Werbung mit Musik: Theoretische Grundlagen und experimentelle Studien zur Wirkung von Hintergrundmusik in der Rundfunk- und Fernsehwerbung: 24 (Konsum und Verhalten, 24)

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Description

Das Buch gibt einen umfassenden Überblick über den Einsatz, die Gestaltung und vorliegende Forschungsbefunde von Musik in der Hörfunk- und Fernsehwerbung. Im Vordergrund der Betrachtung stehen dabei die kommunikativen Möglichkeiten von Hintergrundmusik zur Marken-Positionierung weitgehend homogener Konsumgüter bei schwach involvierten Konsumenten. Anhand von fünf experimentellen Studien wird der Einfluß unterschiedlicher Hintergrundmusik im Hörfunk-Programmkontext auf verschiedene Werbewirkungsindikatoren untersucht.

Product Specifications

Format
perfect
Domain
Amazon UK
Release Date
06 March 1990
Listed Since
21 February 2011

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