Article1985

An Experimental Study of the Effectiveness of Commercial Billboards in Televised Sports Arenas

18 citations0/0 files storedInternational Journal of Advertising

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Advertising and Communication Studies

Abstract

Advertising billboards in sports arenas can be seen in mass televised sports programmes. Through the use of recall measures, an attempt was made to evaluate some of the characteristics and effectiveness of this medium. Results show that this medium is of questionable effectiveness. Managerial and theoretical implications are discussed, along with suggestions for further studies.

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1969Theories of cognitive consistency : a sourcebook 1965The Impact of Television Advertising: Learning Without Involvement 2014Cognitive Responses in Persuasion 1978Current issues and research in advertising 1970The Effects of Subliminal Stimulation on Drive Level and Brand Preference 1979Subliminal Embeds in Print Advertising: A Challenge to Advertisng Ethics

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