Winning the Olympic marketing game: recall of logos on clothing, equipment and venues at the 2006 Winter Olympics

Abstract

This study looks at the visibility of logos during the televised broadcast of the 2006 Winter Olympic Games in Turin, and television viewers' perceptions, recall and recognition of those logos. The results indicate that the number of brands and logos perceived was far greater than actually existed, bringing into question the effectiveness of the Olympics' 'clean venue' policy.

Ambush marketing in sports: an attack on sponsorship or innovative marketing?

“…Typically, ambush marketing does not always include illegal marketing activities, and its status as an "ambush" may depend upon perspective (Robinson and Baumann, 2008;Scassa, 2011). Further, ambushers can be said to have a financial duty to their stakeholders (e.g.…”

A Systematic Literature Review on Ambush Marketing in Sport

“…The purpose for starting research of this topic was often not only evaluation of the effectiveness of industries" sponsorship actions, but also a discussion on the effectiveness of the Olympics, and other big sports events, organizers" efforts towards minimizing the actions of ambush marketers (Robinson & Bauman, 2008;Shani & Sandler, 1998a). The authors also try to identify the ambush marketing practices, and in the long run find means of counteracting them and prevent them from happening (Kelly, Cornwell, Coote, & McAlister, 2012;Pitt et al, 2010;Séguin et al, 2005;Taylor, 2012).…”

The Effectiveness of Sponsorship of the F1 Singapore Grand Prix

“…Bennett(1999)concludedthatenhancementofabrandrecallwasindeedattributabletotherepeated (forced)exposuretothepostersorlogosontheperimeteroftheplayingfield,withseasonticket holdersorfanshavinghigherrecallandrecognitionrate.Thisfindingrevealedthattheincreasein brandawarenesswasadepictionofeffectivesponsorship,butthisresultcouldonlybeapplicableto brandlogoplacementonastationarymedium (Bennett,1999). Robinson and Bauman (2008) conducted a quantitative research on the exposure of logos ontelevisionduringthe2006WinterOlympicGamesinTurinandinvestigatedtheTVaudience perceptionsabout,recall,andrecognitionofthebrands.Thesurveysontheparticipantsshowedthat mostlogoswereobservedintheskiingeventswithlogosplacedonathletes'skisuits,helmets,goggles, gloves,skipolesandskis.SponsorslikeNikewhichchosetoplacebrandlogosonathletes'clothing alsoreceivedthemostexposureontelevisionbroadcast,withanaverageof33.7secondsonscreen exposure (Robinson&Bauman,2008).Recallandrecognitionratesoflogosplacedonclothing, equipment,andvenuesignsweresignificantlyhigherthantheotherlocationsatthe.01level,but eventhen,only30.8%ofrespondentswereabletorecalloneormorebrandscorrectly (Robinson& Bauman,2008).ThePearsoncorrelationwasalsocalculatedforthesethreegroups,andtheresults showedapositivecorrelationbetweenthenumberofdaysofwatchingtheOlympicsandthenumbers oflogosestimatedtobeseen,provingthatrepeatedexposurestobrandsincreasebrandimpression andawareness (Robinson&Bauman,2008).Specifically,sponsors'logoplacedonathletes'clothing receivedthemostexposureduringbroadcast (Robinson&Bauman,2008).…”