Zusammenfassung
Heutzutage gibt es kaum einen TV-Spot, der nicht mit einer Melodie hinterlegt ist oder bei dem ein vertonter Werbeslogan die Erinnerung an die Botschaft erhöhen soll, kaum ein Fitnesstudio, in dem nicht rythmische Musik den Sportlern Durchhalte-Power in die Gene pumpen soll, kaum ein Restaurant, in dem nicht leise oder laute Musik das Gaumenerlebnis erhöhen soll. Dieser Beitrag stellt dar, wie mit Hilfe akustischer Elemente Vorstellungsbilder zu einer Marke aufgebaut, emotional aufgeladen und in der Kommunikation für Marken eingesetzt werden, um damit letztendlich das Konsumentenverhalten zu beeinflussen. Der Einsatz akustischer Reize in der Markenkommunikation sollte dabei im Einklang mit den Wirkungen anderer Reize wie Bildern, Texten oder Gerüchen stehen.
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Esch, FR., Roth, S., Strödter, K. (2018). Akustische Reize in der Kommunikation effektiv nutzen. In: Langner, T., Esch, FR., Bruhn, M. (eds) Handbuch Techniken der Kommunikation. Springer Reference Wirtschaft . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-04653-8_11
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