Impact of virtual advertising in sports events

Cite This

Files in this item

Files Size Format View

There are no files associated with this item.

SANDER, Matthias, Claudia Fantapié ALTOBELLI, 2010. Impact of virtual advertising in sports events. 9th International Marketing Trends Conference. Venice, Jan 21, 2010 - Jan 23, 2010. In: Proceedings of the 9 th International Marketing Trends Conference 2010, Venice, January 21 - 23

@inproceedings{Sander2010Impac-12728, title={Impact of virtual advertising in sports events}, year={2010}, booktitle={Proceedings of the 9 th International Marketing Trends Conference 2010, Venice, January 21 - 23}, author={Sander, Matthias and Altobelli, Claudia Fantapié} }

<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/rdf/resource/123456789/12728"> <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> <void:sparqlEndpoint rdf:resource="http://localhost/fuseki/dspace/sparql"/> <bibo:uri rdf:resource="http://kops.uni-konstanz.de/handle/123456789/12728"/> <dspace:isPartOfCollection rdf:resource="https://kops.uni-konstanz.de/rdf/resource/123456789/46"/> <dcterms:title>Impact of virtual advertising in sports events</dcterms:title> <dcterms:isPartOf rdf:resource="https://kops.uni-konstanz.de/rdf/resource/123456789/46"/> <dc:contributor>Altobelli, Claudia Fantapié</dc:contributor> <foaf:homepage rdf:resource="http://localhost:8080/jspui"/> <dcterms:available rdf:datatype="http://www.w3.org/2001/XMLSchema#dateTime">2011-12-13T10:14:47Z</dcterms:available> <dc:date rdf:datatype="http://www.w3.org/2001/XMLSchema#dateTime">2011-12-13T10:14:47Z</dc:date> <dcterms:rights rdf:resource="https://kops.uni-konstanz.de/page/termsofuse"/> <dcterms:bibliographicCitation>Publ. in: Proceedings of the 9th International Marketing Trends Conference 2010, Venice, January 21-23</dcterms:bibliographicCitation> <dc:creator>Altobelli, Claudia Fantapié</dc:creator> <dc:contributor>Sander, Matthias</dc:contributor> <dc:creator>Sander, Matthias</dc:creator> <dcterms:issued>2010</dcterms:issued> <dc:language>eng</dc:language> <dc:rights>terms-of-use</dc:rights> </rdf:Description> </rdf:RDF>

This item appears in the following Collection(s)

Search KOPS


Browse

My Account