Virtual advertising in sports events: does it really work?
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 April 2011
Abstract
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.
Keywords
Citation
Sander, M. and Altobelli, C.F. (2011), "Virtual advertising in sports events: does it really work?", International Journal of Sports Marketing and Sponsorship, Vol. 12 No. 3, pp. 28-42. https://doi.org/10.1108/IJSMS-12-03-2011-B004
Publisher
:Emerald Group Publishing Limited
Copyright © 2011 by Winthrop Publications Limited