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Akustische Reize in der Kommunikation effektiv nutzen

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Handbuch Techniken der Kommunikation

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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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Author information

Authors and Affiliations

  1. Institut für Marken- und Kommunikationsforschung, EBS Universität für Wirtschaft und Recht, Oestrich-Winkel, Deutschland

    Franz-Rudolf Esch

  2. Brand Academy, Hochschule für Design und Kommunikation, Hamburg, Deutschland

    Simone Roth

  3. Nike Inc., Hilversum, Niederlande

    Kristina Strödter

Authors
  1. Franz-Rudolf Esch
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  2. Simone Roth
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  3. Kristina Strödter
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Correspondence to Franz-Rudolf Esch .

Editor information

Editors and Affiliations

  1. Bergische Universität Wuppertal, Wuppertal, Germany

    Tobias Langner

  2. EBS Business School, Oestrich-Winkel, Germany

    Franz-Rudolf Esch

  3. Universität Basel, Basel, Switzerland

    Manfred Bruhn

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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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  • DOI: https://doi.org/10.1007/978-3-658-04653-8_11

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