Virtual advertising in sports events: does it really work?

Sander, Matthias; Altobelli, Claudia FantapiƩ
April 2011
International Journal of Sports Marketing & Sponsorship;Apr2011, Vol. 12 Issue 3, p225
Academic Journal
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.


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