Are you interested in the topic of advertising? Are you a student, a concept developer, or even an executive producer? Then you are in the right place. Welcome. This study addresses the following questions: What role does music play in current TV advertising? How does music in current TV advertising support advertising effectiveness? Does it align with findings from psychology, musicology, and communication research? To what extent can a targeted interplay of image, sound, and product be recognized in current advertising productions? Are there product-specific differences? After a thorough examination of the current research findings in persuasion research, communication research, musicology, and psychology, the author turns to practice. Based on a comprehensive quantitative study.