스포츠마케팅 효과 분석

목차

1.서론

2.연구방법

3.결과

4.결론

본문내용

den Press.
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ABSTRACT
A EFFECT ANALYSIS OF SPORT MARKETING
Park, Sang Kyu · Won, Gu Hyun
The purpose of the study is to analyze the effects of sport marketing which is the means of corporate promotion policy. It confirms the significant difference in between previous communication instrument and sport-based communication, and also is focused on the development of sport marketing through the survey of weakness and strength of sport marketing.
Comparing the type of advertisement previously used in marketing activity with the sport marketing activity, what were concluded is as follows.
It deals with the limitation of presently, domestically implemented sport marketing. In information source, the analysis of empirical advertisement effects represents its limitation in sport marketing methodology, sport marketing has turned out more effective, though. In product advertising, sport marketing reveals more effective in terms of cognitive, affective, and conative component, but in corporate image advertisement, it exhibited poorer performance.

키워드

스포츠상업화,   스포츠마케팅 효과 분석,   스포츠마케팅,   스포츠상업,   스포츠,   현대