Bakgrundsmusikens påverkan inom event marketing

Sammanfattning

The purpose of this thesis was to get a deeper understanding of why and how

companies work with background music in event marketing and also how it can

affect on companies image. In our research a case study was conducted and

based on interviews with four respondents who all have experience working

with background music throughout their careers. The study has shown that

background music can be a very effective promotion tool in event marketing

when it's used in the right way. Furthermore this study has shown that

companies consciously use background music to enhance the experience and

emotional affect the attendant through choice of music and the music can

affect companies' image. Event marketing combined with background music is

an effective tool for companies to generate positive associations to image

and to reach their target group when right music is correctly conducted.