How TV sponsorship can help television spot advertising

被引:6
作者
Bellman, Steven [1 ]
Murphy, Jamie [2 ]
Arismendez, Shruthi Vale [3 ]
Varan, Duane [3 ]
机构
[1] Univ South Australia, Ehrenberg Bass Inst, Adelaide, SA, Australia
[2] Ita Suomen Yliopisto, Kauppatieteiden Laitos, Joensuu, Finland
[3] MediaScience, Austin, TX USA
关键词
Television; Sponsorship; Advertising effectiveness; BRAND PLACEMENTS; MODEL; RECALL; PROGRAM; ENTERTAINMENT; PROMINENCE; PREDICTORS; CONSUMERS; WORKS; POWER;
D O I
10.1108/EJM-10-2017-0651
中图分类号
F [经济];
学科分类号
02 ;
摘要
Purpose This paper aims to test TV sponsorship bumper effects, for the same brand, on 30-s TV spot advertising. Design/methodology/approach An experimental study tests sponsorship bumpers and 30-s TV spot ads for eight brands, four familiar and four unfamiliar, using realistic stimuli and a sample representative of the US population. Findings Sponsorship boosts ad effectiveness and is measured by ad awareness and ad liking. Both effects were stronger for unfamiliar brands. Research limitations/implications - The results show that combining sponsorship with spot advertising has an additive effect. The study design did not allow tests for potential synergy (multiplicative) effects. Practical implications - Advertisers can use the results to evaluate investing in sponsorship and advertising packages, which can help unfamiliar brands achieve familiar brand awareness. Originality/value - To the authors' knowledge, this is the first study to compare the effectiveness of sponsorship-boosted ads with sponsorship bumpers alone and with TV spot ads.
引用
收藏
页码:121 / 136
页数:16
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