Intermediate Measures and Recognition Testing of Sponsorship Advertising at an LPGA Tournament

Abstract

Traditional methods (intermediate measures/recognition testing) were vised to assess sponsorship recognition by spectators attending an LPGA tournament. An instrument was developed based on one designed by Stotlar and Johnson (1989) to study impact and effectiveness of stadium signage. Questionnaires were distributed to spectators (iV=451) during three afternoons of the championship round. Respondents indicated the ads they saw on the grounds, the locations where they noticed ads, their spectating styles, which sponsors’ products/services they use currently, and which they may use as a result of seeing signage at the tournament. Demographic data (age, income, and gender) were also collected. Results indicated that each of 27 sponsors was recognized by respondents. Frequency distributions showed that ads of products/services available on the grounds and saturation signage were the most frequently recognized. Logistic regression models found main effects differences in recognition related to age, income, spectating style, and current produd/service usage.

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