Blindness to sponsor: Application to sports event posters
Article Sidebar
Main Article Content
Abstract
Advertising posters in sports sponsorship are versatile marketing tools with significant media impact and high visibility. However, the academic literature on the impact of advertising posters in this field is scarce. The purpose of this research is to measure the spontaneous recall of and attention toward business brands sponsoring sports events while assessing their location and congruence level. The sample was segmented according to gender. The experiment involved 12 stimuli related to three sporting disciplines corroborating the issue of media blindness with respect to advertising posters. Consistent with the placement theory, we found that the position of the sponsoring brand affected attention and recall with no remarkable differences between genders. Furthermore, we found no significant differences in the congruence levels, reinforcing the image transfer theory. A general guideline would be placing the sponsoring brand within the effective range of the poster while leveraging the effects of articulation and the remaining mediating variables in the literature.
Downloads
Metrics
Article Details
A RAE compromete-se a contribuir com a proteção dos direitos intelectuais do autor. Nesse sentido:
- adota a licença Creative Commoms BY (CC-BY) em todos os textos que publica, exceto quando houver indicação de específicos detentores dos direitos autorais e patrimoniais;
- adota software de detecção de similaridades;
- adota ações de combate ao plagio e má conduta ética, alinhada às diretrizes do Committee on Publication Ethics (COPE)
References
Alonso Dos Santos, M. (Ed.). (2014). Strategies in sports marketing: Technologies and emerging trends. Hershey, USA: IGI Global.
Alonso Dos Santos, M., & Calabuig, F. (2018). Assessing the effectiveness of sponsorship messaging: Measuring the impact of congruence through electroencephalogram. International Journal of Sports Marketing and Sponsorship, 19(1), 25-40. doi:10.1108/IJSMS-09-2016-0067
Alonso Dos Santos, M., Calabuig, F., Rejón Guardia, F., & Pérez Campos, C. (2016). Influence of the virtual brand community in sports sponsorship. Psychology & Marketing, 33(12), 1091-1097. doi:10.1002/mar.20943
Alonso Dos Santos, M., & Pérez-Campos, C. (2015). ¿Influyen las emociones en la intención de asistir a un evento deportivo? Diferencias de género. Journal of Sports Economics & Management, 5(1), 2-16.
Amorim, J. G. B., & Almeida, V. M. C. (2015). The effect of simultaneous sponsorship of rival football teams. BAR-Brazilian Administration Review, 12(1), 63-87. doi:10.1590/1807-7692bar2015140059
Barreto, A. M. (2013). Do users look at banner ads on Facebook? Journal of Research in Interactive Marketing, 7(2), 119-139. doi:10.1108/JRIMMar-2012-0013
Barros, C. P., Barros, C. de, Santos, A., & Chadwick, S. (2007). Sponsorship brand recall at the Euro 2004 Soccer Tournament. Sport Marketing Quarterly, 16(3), 161-170.
Bennett, R. (1999). Sports sponsorship, spectator recall and false consensus. European Journal of Marketing, 33(3/4), 291-313. doi:10.1108/03090569910253071
Boronczyk, F., Rumpf, C., & Breuer, C. (2018). Determinants of viewer attention in concurrent event sponsorship. International Journal of Sports Marketing and Sponsorship, 19(1), 11-24. doi:10.1108/IJSMS-09-2016-0063
Breuer, C., & Rumpf, C. (2012). The viewer’s reception and processing of sponsorship information in sport telecasts. Journal of Sport Management, 26(6), 521-531. doi:10.1123/jsm.26.6.521
Breuer, C., & Rumpf, C. (2015). The impact of color and animation on sports viewers’ attention to televised sponsorship signage. Journal of Sport Management, 29(2), 170-183. doi:10.1123/JSM.2013-0280
Carrillat, F. A., d’Astous, A., Bellavance, F., & Eid, F. (2015). On "being there": A comparison of the effectiveness of sporting event sponsorship among direct and indirect audiences. European Journal of Marketing, 49(3/4), 621-642. doi:10.1108/EJM-03-2013-0156
Choi, Y. S., & Yoh, T. (2011). Exploring the effect of communication channels on sponsorship effectiveness: A case study of Super Bowl XLII. International Journal of Sport Management & Marketing, 9(1/2), 75-93. doi:10.1504/IJSMM.2011.040258
Cianfrone, B. A. (2007). The influence of motives and consumption of sport video games on sponsorship effectiveness (Ph.D. thesis). Disponible en ProQuest Dissertations and Theses database.
Close, A. G., Lacey, R., & Cornwell, T. B. (2015). Visual processing and need for cognition can enhance event-sponsorship outcomes. Journal of Advertising Research, 55(2), 206-215. doi:10.2501/JAR-55- 2-206-215
Conradie, M. (2011). The 2010 FIFA World Cup as a commercial platform in print advertising. African Identities, 9(3), 291-305. doi:10.1080/14 725843.2011.591229
Cornwell, T. B., Humphreys, M. S., Maguire, A. M., Weeks, C. S., & Tellegen, C. L. (2006). Sponsorship-linked marketing: The role of articulation in memory. Journal of Consumer Research, 33(3), 312-321. doi:10.1086/508436
Cornwell, T. B., Lipp, O. V., & Purkis, H. (2006). Examination of affective responses to images in sponsorship-linked marketing. Journal of Global Sport Management, 1(3-4), 110-128. doi:10.1080/24704067. 2016.1240947
Dardis, F. E. (2009). Attenuating the negative effects of perceived incongruence in sponsorship: How message repetition can enhance evaluations of an “incongruent” sponsor. Journal of Promotion Management, 15(1-2), 36-56. doi:10.1080/10496490902837759
d’Astous, A., & Séguin, N. (1999). Consumer reactions to product placement strategies in television sponsorship. European Journal of Marketing, 33(9/10), 896-910. doi:10.1108/03090569910285832
DeGaris, L., Kwak, D. H., & McDaniel, S. R. (2017). Modeling the effects of sponsorship-linked marketing: When does memory matter? Journal of Promotion Management, 23(2), 320-339. doi:10.1080/10 496491.2016.1267678
DeLorme, D. E., & Reid, L. N. (1999). Moviegoers' experiences and interpretations of brands in films revisited. Journal of Advertising, 28(2), 71-95. doi:10.1080/00913367.1999.10673584
Drèze, X., & Hussherr, F.-X. (2003). Internet advertising: Is anybody watching? Journal of Interactive Marketing, 17(4), 8-23. doi:10.1002/ dir.10063
Dudzik, T., & Gröppel-Klein, A. (2005). The efficiency of integrated sponsorship advertising. International Journal of Sports Marketing and Sponsorship, 7(1), 51–61. doi:10.1108/IJSMS-07-01-2005-B009
Funk, D. C., Toohey, K., & Bruun, T. (2008). International sport event participation: Prior sport involvement, destination image, and travel motives. European Sport Management Quarterly, 7(3), 227-248. doi:10.1080/16184740701511011
Goodrich, K. (2014). The gender gap: Brain-processing differences between the sexes shape attitudes about online advertising. Journal of Advertising Research, 54(1), 32-43. doi:10.2501/JAR-54-1-032-043
Grohs, R. (2015). Drivers of brand image improvement in sports-event sponsorship. International Journal of Advertising, 35(3), 391–420. doi:10.1080/02650487.2015.1083070
Gross, P., & Wiedmann, K.-P. (2015). The vigor of a disregarded ally in sponsorship: Brand image transfer effects arising from a cosponsor. Psychology & Marketing, 32(11), 1079-1097. doi:10.1002/mar.20848
Gülçay, Ç., & Cangöz, B. (2016). Effects of emotion and perspective on remembering events: An eye-tracking study. Journal of Eye Movement Research, 9(2), 1-19. doi:10.16910/jemr.9.2.4
Hamborg, K.-C., Bruns, M., Ollermann, F., & Kaspar, K. (2012). The effect of banner animation on fixation behavior and recall performance in search tasks. Computers in Human Behavior, 28(2), 576-582. doi:10.1016/j.chb.2011.11.003
Hernández-Méndez, J., & Muñoz-Leiva, F. (2015). What type of online advertising is most effective for eTourism 2.0? An eye tracking study based on the characteristics of tourists. Computers in Human Behavior, 50, 618-625. doi:10.1016/j.chb.2015.03.017
Hsieh, Y.-C., & Chen, K.-H. (2011). How different information types affect viewer’s attention on internet advertising. Computers in Human Behavior, 27(2), 935-945. doi:10.1016/j.chb.2010.11.019
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. doi:10.2307/1252054
Kelly, S., Coote, L., Cornwell, T. B., & McAlister, A. (2017). Mellowing skeptical consumers: An examination of sponsorship-linked advertising. International Journal of Sport Communication, 10(1), 58- 84. doi:10.1123/ijsc.2016-0099
Kinney, L., McDaniel, S. R., & DeGaris, L. (2008). Demographic and psychographic variables predicting NASCAR sponsor brand recall. International Journal of Sports Marketing & Sponsorship, 9(3), 11-21. doi:10.1108/IJSMS-09-03-2008-B005
Ko, Y. J., Kim, M. K., Kim, Y. K., Lee, J.-H., & Cattani, K. (2010). Consumer satisfaction and event quality perception: A case of US Open Taekwondo Championship. Event Management, 14(3), 205-214. doi:10.3727/152599510X12825895093597
Kwon, H. H., & Armstrong, K. L. (2002). Factors influencing impulse buying of sport team licensed merchandise. Sport Marketing Quarterly, 11(3), 151-163.
Lardinoit, T., & Derbaix, C. (2001). Sponsorship and recall of sponsors. Psychology & Marketing, 18(2), 167-190. doi:10.1002/1520- 6793(200102)18:23.0.CO;2-I
Lee, L.-Y. (2008). Perception of event-sponsor personality congruence, event-sponsor fit, and sponsorship outcomes: An international sports event in Taiwan (D.B.A.). Ann Arbor, United States. Retrieved from http://search.proquest.com/docview/304818223/abstract/ E12C7E9BEA2540A5PQ/3?accountid=14542
Lee, S. (2010). Influence of brand exposure frequency and sport involvement on sport sponsorship effects: An examination of mere exposure (Ph.D., Indiana University, Indiana, USA). Obtenido de http://search.proquest.com/docview/594581065/ abstract/13884CCC8B757301880/5?accountid=14542
Liu, X., Hu, M. Y., & Grimm, P. E. (2010). Affect transfer in brand extensions: The role of expectancy and relevancy. Journal of Product & Brand Management, 19(5), 317-326. doi:10.1108/10610421011068559
Madrigal, R. (2001). Social identity effects in a belief-attitudeintentions hierarchy: Implications for corporate sponsorship. Psychology & Marketing, 18(2), 145-165. doi:10.1002/1520- 6793(200102)18:23.0.CO;2-T
Maxwell, H., & Lough, N. (2009). Signage vs. no signage: An analysis of sponsorship recognition in women’s college basketball. Sport Marketing Quarterly, 18(4), 188-198.
McDaniel, S., & Kinney, L. (1999). Audience characteristics and event sponsorship response: The potential influence of demographics, personal interests and values on brand awareness and brand image. International Journal of Sports Marketing & Sponsorship, 1(2), 15-35. doi:10.1108/IJSMS-01-02-1999-B003
McMahan, C., Hovland, R., & McMillan, S. (2009). Online marketing communications: Exploring online consumer behavior by examining gender differences and interactivity within internet Advertising. Journal of Interactive Advertising, 10(1), 61-76. doi:10.1080/152520 19.2009.10722163
Meenaghan, T. (2001). Understanding sponsorship effects. Psychology & Marketing, 18(2), 95-122. doi:10.1002/1520- 6793(200102)18:23.0.CO;2-H
Meenaghan, T. (2013). Measuring sponsorship performance: Challenge and direction. Psychology & Marketing, 30(5), 385-393. doi:10.1002/ mar.20613
Meenaghan, T., & Shipley, D. (1999). Media effect in commercial sponsorship. European Journal of Marketing, 33(3/4), 328-348. doi:10.1108/03090569910253170
Menefee, W. C., & Casper, J. M. (2011). Professional basketball fans in China: A comparison of National Basketball Association and Chinese Basketball Association team identification. International Journal of Sport Management & Marketing, 9(3/4), 185-200. doi:10.1504/IJSMM.2011.041571
Meyers-Levy, J. (1988). The influence of sex roles on judgment. Journal of Consumer Research, 14(4), 522-530. doi:10.1086/209133
Muñiz, C., Rodríguez, P., & Suárez, M. J. (2014). Sports and cultural habits by gender: An application using count data models. Economic Modelling, 36, 288-297. doi:10.1016/j.econmod.2013.09.053
Muñoz-Leiva, F., Hernández-Méndez, J., Liébana-Cabanillas, F. J., & Marchitto, M. (2016). Analysis of advertising effectiveness and usability in Travel 2.0 tools. An experimental study through eyetracking technique. Tourism & Management Studies, 12(2), 7-17.
Nicholls, J. A. F., Roslow, S., & Dublish, S. (1999). Brand recall and brand preference at sponsored golf and tennis tournaments. European Journal of Marketing, 33(3/4), 365-387. doi:10.1108/03090569910253198
Nysveen, H., & Breivik, E. (2005). The influence of media on advertising effectiveness a comparison of internet, posters and radio. International Journal of Market Research, 47(4), 381-404. doi:10.1177/147078530504700405
Ortiz-Chaves, L., Martínez-de-Pisón, E., Cancela-López-Carrión, G., Gonçalves-de-Vasconcellos, J., & Marcos, M.-C. (2014). AdWords, imágenes y ceguera a los banners. Un estudio con eye tracking. El Profesional de la Información, 23(3), 279-287.
Papadimitriou, D., Kaplanidou, K. K., & Papacharalampous, N. (2016). Sport event-sponsor fit and its effects on sponsor purchase intentions: A non-consumer perspective among athletes, volunteers and spectators. Journal of Business & Industrial Marketing, 31(2), 247-259. doi:10.1108/JBIM-09-2014-0187
Pitts, B. G., & Slattery, J. (2004). An examination of the effects of time on sponsorship awareness levels. Sport Marketing Quarterly, 13(1), 43-54.
Pope, N. K. L., & Voges, K. E. (1999). Sponsorship and image: A replication and extension. Journal of Marketing Communications, 5(1), 17-28. doi:10.1080/135272699345716
Popelka, S., Stachoň, Z., Šašinka, Č., & Doležalová, J. (2016). EyeTribe tracker data accuracy evaluation and its interconnection with hypothesis software for cartographic purposes. Computational Intelligence and Neuroscience, 2016 (Article ID 9172506). doi:10.1155/2016/9172506
Porta, M., Ravarelli, A., & Spaghi, F. (2013). Online newspapers and ad banners: An eye tracking study on the effects of congruity. Online Information Review, 37(3), 405-423. doi:10.1108/OIR-01-2012-0001
Prendergast, G., Paliwal, A., & Mazodier, M. (2016). The hidden factors behind sponsorship and image transfer. Journal of Advertising Research, 56(2), 132-135. doi:10.2501/JAR-2016-026
Quester, P. G. (1997). Awareness as a measure of sponsorship effectiveness: The Adelaide Formula One Grand Prix and evidence of incidental ambush effects. Journal of Marketing Communications, 3(1), 1-20. doi:10.1080/135272697346014
Rath, S., & Mousumi Singha Mohapatra. (2013). Brand recognition and advertising effectiveness: Study of youth responses for select print advertisements. Journal of Contemporary Management Research, 8(2), 82-88.
Redker, C., Gibson, B., & Zimmerman, I. (2013). Liking of movie genre alters the effectiveness of background product placements. Basic and Applied Social Psychology, 35(3), 249-255. doi:10.1080/019735 33.2013.785400
Resnick, M., & Albert, W. (2014). The impact of advertising location and user task on the emergence of banner ad blindness: An eye-tracking study. International Journal of Human-Computer Interaction, 30(3), 206-219. doi:10.1080/10447318.2013.847762
Resnick, M. L., & Albert, W. (2016). The influences of design esthetic, site relevancy and task relevancy on attention to banner advertising. Interacting with Computers, 28(5), 680-694. doi:10.1093/iwc/iwv042
Rieger, D., Bartz, F., & Bente, G. (2015). Reintegrating the ad: Effects of context congruency banner advertising in hybrid media. Journal of Media Psychology, 27(2), 64-77. doi:10.1027/1864-1105/a000131
Rumpf, C., & Breuer, C. (2014). Predicting the attentional effect of sport sponsorship information as an innovative evaluation approach. In Alonso Dos Santos, M. (Ed.), Strategies in sports marketing: Technologies and emerging trends (pp. 238-254). Hershey, USA: IGI Global.
Russell, J. A. (1980). A circumplex model of affect. Journal of Personality and Social Psychology, 39(6), 1161-1178. doi:10.1037/h0077714
Simola, J., Kivikangas, M., Kuisma, J., & Krause, C. M. (2013). Attention and memory for newspaper advertisements: Effects of ad-editorial congruency and location. Applied Cognitive Psychology, 27(4), 429- 442. doi:10.1002/acp.2918
Speed, R., & Thompson, P. (2000). Determinants of sports sponsorship response. Academy of Marketing Science Journal, 28(2), 226-238. doi:10.1177/0092070300282004
Stipp, H., & Nicholas, P. (1996). Modeling the impact of Olympic sponsorship on corporate image. Journal of Advertising Research, 36(4), 22-28.
Tangmanee, C. (2016). Fixation and recall of YouTube ad banners: An eye-tracking study. International Journal of Electronic Commerce Studies, 7(1), 49-75. doi:10.7903/ijecs.1404
Tipps, S. W., Berger, P. D., & Weinberg, B. D. (2006). The effect of media involvement on print advertising effectiveness. Journal of Promotion Management, 12(2), 53-75. doi:10.1300/J057v12n02_06
Tom, G., Nelson, C., Srzentic, T., & King, R. (2007). Mere exposure and the endowment effect on consumer decision making. The Journal of Psychology, 141(2), 117-125. doi:10.3200/JRLP.141.2.117-126
Tribou, G. (2011). Sponsorship: Associating image attributes with specific sports and particular teams. International Journal of Sports Marketing & Sponsorship, 12(2), 37-51. doi:10.1108/IJSMS-12-02- 2011-B005
Uhrich, S., Koenigstorfer, J., & Groeppel-Klein, A. (2014). Leveraging sponsorship with corporate social responsibility. Journal of Business Research, 67(9), 2023-2029. doi:10.1016/j.jbusres.2013.10.008
Valenzuela, L. F., Martínez, C. T., & Yáñez, F. W. (2015). Influence of placement on explicit and implicit memory of college students. Comunicar, 22(44), 169-176. doi:10.3916/C44-2015-18
Voßkühler, A., Nordmeier, V., Kuchinke, L., & Jacobs, A. M. (2008). OGAMA (Open Gaze and Mouse Analyzer): Open-source software designed to analyze eye and mouse movements in slideshow study designs. Behavior Research Methods, 40(4), 1150-1162. doi:10.3758/ BRM.40.4.1150
Wann, D. L., Melnick, M. J., Russell, G. W., & Pease, D. G. (2001). Sport fans: The psychology and social impact of spectators. New York, NY: Routledge Press.
Wann, D. L., Waddill, P. J., & Dunham, M. D. (2004). Using sex and gender role orientation to predict level of sport fandom. Journal of Sport Behavior, 27(4), 367-377.
Wells, W. D. (2000). Recognition, recall, and rating scales. Journal of Advertising Research, 40(6), 14-20. doi:10.2501/JAR-40-6-14-20
Zouharová, M., Zouhar, J., & Smutný, Z. (2016). A MILP approach to the optimization of banner display strategy to tackle banner blindness. Central European Journal of Operations Research, 24(2), 473-488. doi:10.1007/s10100-015-0398-3
