매체노출에 따른 프로축구경기장 내 유형별 보드광고에 대한 스폰서 브랜드 회상 연구

초록

The purpose of this study was aim to analyze the consequence of media consumers' recall for the sponsor brands which were exposed on the different types of field-side advertising boards in professional soccer stadia. In a bid to accomplish these goals, three video-recorded domestic professional soccer games which represented the typical exposure of A-board, Rolling-board and LED-board advertisements were chosen for analysing. Experiments were performed to measure the pervasive sponsor brand recall toward 3 types of board advertisements with the same laboratory condition. In all, 150 people who were asked to respond to the questionnaire after watching each video copy of the games. Data was processed with SPSS 12.0+ statistic program for Window, then it was analyzed with frequency analysis, correlation analysis, and one-way ANOVA. As a result of this procedure and data analysis, following conclusion was derived. First, after analyzing the recognition for sponsor brand exposure during the game, audiences' recall toward the LED-board was the highest, followed by the Rolling-board and the A-board. Second, the length of sponsor brand exposure via media and the audiences's recall were correlated each other. Third, the advertising board shown the highest rate of correct recall for sponsor brand was the LED-board, even though its lowest medium show time among the advertising boards.

키워드