The impact of a video screen and rotational‐signage systems on satisfaction and advertising recognition

Moore, Jesse N.; Pickett, Gregory M.; Grove, Stephen J.

doi:10.1108/08876049910298739

Cited by 23 publications

(16 citation statements)

References 9 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Only the two main sponsors of the event use larger boards and also take positions that typically guarantee longer viewer exposure times, such as behind the players, in the corner or close to the time-keeping devices and scoreboards. Industry experts consider recall scores above 10% high (Wright 1988), and the recognition rates of sponsors with reduced visibility often fall below the 20% levelsometimes even approaching 0% (Moore et al 1999). Therefore, we do not expect the conscious memory effect to be strong; however, spectators may remember the sponsor brand better than the control group does, in terms of both recall and recognition.…”

Section: Research Hypothesesmentioning

confidence: 81%

Consumer consideration of sponsor brands they do not remember

Herrmann¹,

Walliser²,

Kacha³

2011

International Journal of Advertising

View full text Add to dashboard Cite

Extending findings from advertising to sponsorship, this study evaluates explicit and implicit sponsorship memorisation effects. A survey of 584 spectators of a tennis tournament reveals that both types of memorisation effects (co)exist. Even when spectators do not recognise a brand as an event sponsor, they include it more often in their consideration set than do spectators who have not been exposed to the sponsor brand. Sponsorship also reduces the number of main competitor brands in the spectators' consideration sets. However, these effects emerge only at the level of perceptual implicit memory, not in conceptual implicit memory. The results are encouraging for sponsor companies and call for a change in evaluations of sponsorship memorisation effects.

show abstract

Section: Research Hypothesesmentioning

confidence: 81%

Consumer consideration of sponsor brands they do not remember

Herrmann¹,

Walliser²,

Kacha³

2011

International Journal of Advertising

View full text Add to dashboard Cite

show abstract

“…These studies have generally concluded that sponsorship of sports events can be effective. In several studies, it has been found that the majority of spectators can recall at least one sponsor correctly (Biscaia et al , 2014; Lee and Bang, 2005; Moore et al , 1999; Stotlar and Johnson, 1989; Turley and Shannon, 2000). Other studies used the mean number of sponsors recalled to evaluate the effectiveness of sponsorship.…”

Section: Executive Summarymentioning

confidence: 99%

Sponsor recall in sports events of short duration: empirical evidence from swimming competitions

Leng

2017

International Journal of Sports Marketing and Sponsorship

View full text Add to dashboard Cite

Purpose The majority of sponsorship studies were conducted on sports events of a long duration. Given that sponsor recall is affected by duration of exposure, the purpose of this paper is to examine whether sponsorship of an event of a shorter duration can be equally effective. Design/methodology/approach In total, 241 respondents were randomly distributed to one control group and three experimental groups. In all groups, respondents were tasked to watch a video clip of a swimming event lasting less than ten minutes. Findings In the control group (n=74), the mean number of correctly recalled brands was 2.26 (SD=1.31). This was comparable to the mean number of recalled brands in earlier studies on sports events of longer duration. In experimental group 1 (n=37), respondents watched a video clip without the logos of the sponsors along the length of the pool. The findings suggest that signages along the competition arena may have limited effect on the recall rate and that brand prominence affects the recall rate. In experimental group 2 (n=68), respondents were tasked to watch a swimming event with longer duration. In this case, the longer duration of exposure led to a significantly higher number of brands recalled (M=2.94, SD=1.36) as compared to the control group. In experimental group 3 (n=62), respondents were tasked to focus on the swimming event. When spectators were more involved in the swimming event, there was a significant decrease in the number of brands recalled (M=1.87, SD=1.35) when compared to the control group. The results from experimental groups 2 and 3 suggest that duration of exposure and spectator involvement affects the recall rate of sponsors. Research limitations/implications The findings suggest that sponsorship of sports events with a short duration can be as effective as longer events although this is dependent on the prominence of the sponsor, duration of the event and spectator involvement. Practical implications Given that many sports events are now broadcasted on YouTube and other social media where the duration is typically short, it suggests that sponsors may also benefit from sports events that are broadcasted on these platforms. Originality/value The paper provides useful information on sponsor recall and its relationship to duration of exposure.

show abstract

“…Television sponsorship, perhaps due to its similarity to spot advertising, is one of the formats for which the effects on audience recall have been analysed. Most papers establish a positive correlation between its use and cognitive effects on the audience (Lardinoit, 1998;McDaniel, 1999;Moore et al, 1999).…”

Section: Effectiveness On a Cognitive Levelmentioning

confidence: 99%

Effectiveness of advertising formats in television

Santana

Lara

Reinares-Lara

2015

IJIMA

View full text Add to dashboard Cite

Advertising in television is developing beyond traditional commercial breaks. This trend requires considering how advertising and the content of television programmes can be used together with business aims. This study compares, in a real environment, the cognitive, affective and behavioural effects of a non-conventional advertising format, telepromotion, to those of a spot (conventional television commercial) on television audiences. Telepromotion obtained much higher levels of recall than spots. However, the quality of recall achieved by telepromotion was inferior to that obtained by spots. The results also show that telepromotion generates a higher recall, this may be directly related to a negative rating by the target audience.

show abstract

The impact of a video screen and rotational‐signage systems on satisfaction and advertising recognition

Cited by 23 publications

References 9 publications

Consumer consideration of sponsor brands they do not remember

Consumer consideration of sponsor brands they do not remember

Sponsor recall in sports events of short duration: empirical evidence from swimming competitions

Effectiveness of advertising formats in television

Contact Info

Product

Resources

About