Publikation: Impact of virtual advertising in sports events
Lade...
Dateien
Zu diesem Dokument gibt es keine Dateien.
Datum
2010
Autor:innen
Altobelli, Claudia Fantapié
Herausgeber:innen
ISSN der Zeitschrift
Electronic ISSN
ISBN
Bibliografische Daten
Verlag
Schriftenreihe
Auflagebezeichnung
URI (zitierfähiger Link)
Internationale Patentnummer
Angaben zur Forschungsförderung
Projekt
Open Access-Veröffentlichung
Sammlungen
Core Facility der Universität Konstanz
Titel in einer weiteren Sprache
Publikationstyp
Beitrag zu einem Konferenzband
Publikationsstatus
Published
Erschienen in
Proceedings of the 9 th International Marketing Trends Conference 2010, Venice, January 21 - 23. 2010
Zusammenfassung
Virtual advertising is a technology that allows digitised superimposition of images (i.e. advertising signage) into a television broadcast. The paper examines the effects of virtual advertising in a sports broadcast setting. We analyse the effects of conspicuousness of virtual advertising and match the results with a media analysis of the sports event. For this purpose, we developed a multiple regression analysis model, with the recall of the advertised brands as a dependent variable. Furthermore, we measure the role of attitude towards advertising in general and its impact on attitude towards virtual advertising and on the recall performance of the respondents. Our results indicate that virtual advertising is highly recognized by the participants. Advertising effectiveness is extremely driven by the frequency of exposure. A positive attitude towards advertising in general leads to a positive attitude towards virtual advertising but has no effect upon the recall performance of the participants.
Zusammenfassung in einer weiteren Sprache
Fachgebiet (DDC)
330 Wirtschaft
Schlagwörter
Virtual advertising, sponsoring, virtual signage, billboard advertising
Konferenz
9th International Marketing Trends Conference, 21. Jan. 2010 - 23. Jan. 2010, Venice
Rezension
undefined / . - undefined, undefined
Zitieren
ISO 690
SANDER, Matthias, Claudia Fantapié ALTOBELLI, 2010. Impact of virtual advertising in sports events. 9th International Marketing Trends Conference. Venice, 21. Jan. 2010 - 23. Jan. 2010. In: Proceedings of the 9 th International Marketing Trends Conference 2010, Venice, January 21 - 23. 2010BibTex
@inproceedings{Sander2010Impac-12728,
year={2010},
title={Impact of virtual advertising in sports events},
booktitle={Proceedings of the 9 th International Marketing Trends Conference 2010, Venice, January 21 - 23},
author={Sander, Matthias and Altobelli, Claudia Fantapié}
}RDF
<rdf:RDF
xmlns:dcterms="http://purl.org/dc/terms/"
xmlns:dc="http://purl.org/dc/elements/1.1/"
xmlns:rdf="http://www.w3.org/1999/02/22-rdf-syntax-ns#"
xmlns:bibo="http://purl.org/ontology/bibo/"
xmlns:dspace="http://digital-repositories.org/ontologies/dspace/0.1.0#"
xmlns:foaf="http://xmlns.com/foaf/0.1/"
xmlns:void="http://rdfs.org/ns/void#"
xmlns:xsd="http://www.w3.org/2001/XMLSchema#" >
<rdf:Description rdf:about="https://kops.uni-konstanz.de/server/rdf/resource/123456789/12728">
<dc:contributor>Sander, Matthias</dc:contributor>
<dc:date rdf:datatype="http://www.w3.org/2001/XMLSchema#dateTime">2011-12-13T10:14:47Z</dc:date>
<bibo:uri rdf:resource="http://kops.uni-konstanz.de/handle/123456789/12728"/>
<dcterms:rights rdf:resource="https://rightsstatements.org/page/InC/1.0/"/>
<dc:creator>Sander, Matthias</dc:creator>
<dcterms:abstract xml:lang="eng">Virtual advertising is a technology that allows digitised superimposition of images (i.e. advertising signage) into a television broadcast. The paper examines the effects of virtual advertising in a sports broadcast setting. We analyse the effects of conspicuousness of virtual advertising and match the results with a media analysis of the sports event. For this purpose, we developed a multiple regression analysis model, with the recall of the advertised brands as a dependent variable. Furthermore, we measure the role of attitude towards advertising in general and its impact on attitude towards virtual advertising and on the recall performance of the respondents. Our results indicate that virtual advertising is highly recognized by the participants. Advertising effectiveness is extremely driven by the frequency of exposure. A positive attitude towards advertising in general leads to a positive attitude towards virtual advertising but has no effect upon the recall performance of the participants.</dcterms:abstract>
<dc:creator>Altobelli, Claudia Fantapié</dc:creator>
<dc:language>eng</dc:language>
<dcterms:issued>2010</dcterms:issued>
<dspace:isPartOfCollection rdf:resource="https://kops.uni-konstanz.de/server/rdf/resource/123456789/46"/>
<dcterms:bibliographicCitation>Publ. in: Proceedings of the 9th International Marketing Trends Conference 2010, Venice, January 21-23</dcterms:bibliographicCitation>
<dc:rights>terms-of-use</dc:rights>
<foaf:homepage rdf:resource="http://localhost:8080/"/>
<dcterms:title>Impact of virtual advertising in sports events</dcterms:title>
<void:sparqlEndpoint rdf:resource="http://localhost/fuseki/dspace/sparql"/>
<dcterms:available rdf:datatype="http://www.w3.org/2001/XMLSchema#dateTime">2011-12-13T10:14:47Z</dcterms:available>
<dc:contributor>Altobelli, Claudia Fantapié</dc:contributor>
<dcterms:isPartOf rdf:resource="https://kops.uni-konstanz.de/server/rdf/resource/123456789/46"/>
</rdf:Description>
</rdf:RDF>Interner Vermerk
xmlui.Submission.submit.DescribeStep.inputForms.label.kops_note_fromSubmitter
Prüfungsdatum der Dissertation
Finanzierungsart
Kommentar zur Publikation
Allianzlizenz
Corresponding Authors der Uni Konstanz vorhanden
Internationale Co-Autor:innen
Universitätsbibliographie
Ja
Begutachtet
Versionsgeschichte
You are currently viewing version 1 of the item.