The impact and effectiveness of advertisements in a sports arena

L.W. Turley (Professor of Marketing, Gordon Ford College of Business, Western Kentucky University, Bowling Green, Kentucky, USA)
J. Richard Shannon (Associate Professor of Marketing, Gordon Ford College of Business, Western Kentucky University, Bowling Green, Kentucky, USA)

Journal of Services Marketing

ISSN: 0887-6045

Publication date: 1 July 2000

Abstract

Explores the effects of advertising in a sports arena on message recall, purchase intentions, and actual purchase behavior. The findings from this study suggest that consumers can recall at least some of the ads they are exposed to in these captive situations but most do not produce any lasting memory trace. The data also indicate that several independent variables, most notably frequency of exposure to the advertising message, are positively associated with recall, purchase intentions and actual purchasing behavior. The findings from this study indicate that advertisements in this setting can have an impact on the behavior of consumers. However, more research is needed in this setting to identify specific execution variables which differentiate between ads which create an impact, and those that do not.

Keywords

Citation

Turley, L.W. and Shannon, J.R. (2000), "The impact and effectiveness of advertisements in a sports arena", Journal of Services Marketing, Vol. 14 No. 4, pp. 323-336. https://doi.org/10.1108/08876040010334547

Publisher

:

MCB UP Ltd

Copyright © 2000, MCB UP Limited

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