Article2011

Virtual advertising in sports events: does it really work?

Matthias Sander · Claudia Fantapié Altobelli

19 citations0/0 files storedInternational Journal of Sports Marketing and Sponsorship

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

This paper examines the effects of virtual advertising in a sports broadcast setting. We analyse the conspicuousness of virtual advertising and match the results with explanatory variables like brand awareness, duration of exposure and frequency of exposure. Furthermore, we measure the role of attitudes towards advertising in general and its impact on attitudes towards virtual advertising of the respondents. Our results indicate that most respondents recognise virtual advertising as such. Advertising effectiveness is driven to a large degree by the frequency of exposure. A positive attitude towards advertising in general leads to a positive attitude towards virtual advertising of the participants.

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References

1979A Paradigm for Developing Better Measures of Marketing Constructs 2002Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude 1986Survey Questions 2001Understanding sponsorship effects 2001Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes 1982On the External Validity of Experiments in Consumer Research 2003An international review of sponsorship research: extension and update 1981Behavioral Learning Theory: Its Relevance to Marketing and Promotions

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