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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 Marken-Positionierung weitgehend homogener Konsumgter bei schwach involvierten Konsumenten. Anhand von fnf experimentellen Studien wird der Einflu unterschiedlicher Hintergrundmusik im Hrfunk-Programmkontext auf verschiedene Werbewirkungsindikatoren untersucht.
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