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Virtual advertising in sports events : does it really work?

Type of Publication: Journal article
Author: Sander, Matthias; Altobelli, Claudia Fantapié
Year of publication: 2011
Published in: International Journal of Sports Marketing & Sponsorship ; 12 (2011), 3
DOI (citable link): https://dx.doi.org/10.1108/IJSMS-12-03-2011-B004
Summary:
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.
Subject (DDC): 330 Economics
Bibliography of Konstanz: Yes

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SANDER, Matthias, Claudia Fantapié ALTOBELLI, 2011. Virtual advertising in sports events : does it really work?. In: International Journal of Sports Marketing & Sponsorship. 12(3). Available under: doi: 10.1108/IJSMS-12-03-2011-B004

@article{Sander2011Virtu-19639, title={Virtual advertising in sports events : does it really work?}, year={2011}, doi={10.1108/IJSMS-12-03-2011-B004}, number={3}, volume={12}, journal={International Journal of Sports Marketing & Sponsorship}, author={Sander, Matthias and Altobelli, Claudia Fantapié} }

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. Publ. in: International Journal of Sports Marketing & Sponsorship ; 12 (2011), 3. - Nr. 3 2011 Sander, Matthias Altobelli, Claudia Fantapié eng terms-of-use Altobelli, Claudia Fantapié 2012-06-28T06:29:47Z Sander, Matthias Virtual advertising in sports events : does it really work? 2012-06-28T06:29:47Z

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