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Werbung Mit Musik: Theoretische Grundlagen Und Experimentelle Studien Zur Wirkung Von Hintergrundmusik in Der Rundfunk- Und Fernsehwerbung

Werbung Mit Musik: Theoretische Grundlagen Und Experimentelle Studien Zur Wirkung Von Hintergrundmusik in Der Rundfunk- Und Fernsehwerbung (Paperback)

£46.99
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Synopsis

Das Buch gibt einen umfassenden Uberblick uber den Einsatz, die Gestaltung und vorliegende Forschungsbefunde von Musik in der Horfunk- und Fernsehwerbung. Im Vordergrund der Betrachtung stehen dabei die kommunikativen Moglichkeiten von Hintergrundmusik zur Marken-Positionierung weitgehend homogener Konsumguter bei schwach involvierten Konsumenten. Anhand von funf experimentellen Studien wird der Einfluss unterschiedlicher Hintergrundmusik im Horfunk-Programmkontext auf verschiedene Werbewirkungsindikatoren untersucht."

BusinessBusiness & managementSales & marketingAdvertising Publisher: Physica-Verlag GmbH & Co Publication Date: 06/03/1990 ISBN-13: 9783790804607  Details: Type: Paperback Format: Books
Availability: To Order. Estimated despatch in 1-3 weeks.  

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