목차
1. 서론
2. 스포츠와 광고효과
(1) 스포츠가 광고효과에 영향을 미치는 상황
(2) 스폰서 쉽의 광고효과
(3) 유명 운동선수의 보증 광고효과
3. 월드컵과 광고효과에의 시사점
4. 결론
참고문헌
2. 스포츠와 광고효과
(1) 스포츠가 광고효과에 영향을 미치는 상황
(2) 스폰서 쉽의 광고효과
(3) 유명 운동선수의 보증 광고효과
3. 월드컵과 광고효과에의 시사점
4. 결론
참고문헌
본문내용
ecognition of perimeter advertising signage by television viewers of NASCAR Winston Cup Events, Sports Marketing Quarterly, 8(4).
Hoecke, Jo Van, Hoecke, Wim Van, De Knop, Paul and Taks, Marijke(2000). The contribution of "local heroes" in the athlete endorsement mix: a case study approach, Cyber-Journal Sports Management, 4(2&3).
Jagre, Emma(2001), Sponsorship and congurity theory: a theoretical framework for explaining consumer attitude and recall of event sponsorship, Advances in Consumer Research Vol. 27, 439-445.
Jones, Melinda J(2000). The strategic use of celebrity athlete endorsers in Sports Illustrated: an historic perspective, Sports Marketing Quarterly 9(2).
Martin, James H.(1994). Using a perceptual map of the consumer's sport schema to help make sponsorship decisions, Sports Marketing Quarterly, 3(3).
McDaniel, Stephen R.(1999). An investigation of match-up effects in sport sponsorship advertising: the implications of consumer advertising schemas, Psychology and Marketing, 16(2), 163-184.
Pavelchak, Mark A., Antil John H. and Munch, James M.(1988). The Super Bowl:an investigation into the relationship among program context, emotional experience, and ad recall, Journal of Consumer Research, 15(3), 360-366.
Pham, M. Tuan(1992). Effects of involvement, arousal, and pleasure on the recognition of sponsorship stimuli, Advances in Consumer Research, Vol. 18, 85-93,
Sandler, Dennis M. and Shani, D. S.(1993). Sponsorship and the Olympic Games:the consumer perspective, Sports Marketing Quarterly, 2(3), pp. 38-44.
Shaw, Sally and Amis, John(2001). Image and investment:sponsorship and women's sport, Journal of Sports Management, 15(3).
Shilbury, David(1996). Sponsorship awareness: a study of St. Kilda Football Club Supporters, Sports Marketing Quarterly, 5(1).
Stotlar, David K., Veltri, F. R., and Viswanathan, R.(1998). Recognition of athlete-endorser sports products, Sports Marketing Quarterly 7(1), pp. 48-56.
Stotlar, David K. and Bennett, Carl A.(2000). An analysis of in-game advertising for NCAA basketball, Cyber-Journal Sports Management, 4(1).
Till, Brian D(2001). Managing athlete endorser image:the effect of endorsed product, Sports Marketing Quarterly 10(1).
Turco, Douglas M.(1996). The effects of courtside advertising on product recognition and attitude change, Sports Marketing Quarterly, 5(4), pp. 11-15.
Turco, Douglas M.(1999). The state tobacco sponsorship in sport, Sports Marketing Quarterly, 8(1).
Turner, Edward T(1995). Televison consumer advertising and the sports figure, Sports Marketing Quarterly 4(1).
Turner, Paul(1996). Sport on television: a study of the Austrailian Football League Television Rights, Sports Marketing Quarterly, 6(3).
Veltri, Frank R.(1998). A new image:female athlete-endorser, Cyber-Journal Sports Management 2(4).
Wyatt, Toni J.(1998). A content analysis of television consumer advertising during the 1996 and 1997 NCAA final four basketball tournaments, Sports Marketing Quarterly 7(3).
Hoecke, Jo Van, Hoecke, Wim Van, De Knop, Paul and Taks, Marijke(2000). The contribution of "local heroes" in the athlete endorsement mix: a case study approach, Cyber-Journal Sports Management, 4(2&3).
Jagre, Emma(2001), Sponsorship and congurity theory: a theoretical framework for explaining consumer attitude and recall of event sponsorship, Advances in Consumer Research Vol. 27, 439-445.
Jones, Melinda J(2000). The strategic use of celebrity athlete endorsers in Sports Illustrated: an historic perspective, Sports Marketing Quarterly 9(2).
Martin, James H.(1994). Using a perceptual map of the consumer's sport schema to help make sponsorship decisions, Sports Marketing Quarterly, 3(3).
McDaniel, Stephen R.(1999). An investigation of match-up effects in sport sponsorship advertising: the implications of consumer advertising schemas, Psychology and Marketing, 16(2), 163-184.
Pavelchak, Mark A., Antil John H. and Munch, James M.(1988). The Super Bowl:an investigation into the relationship among program context, emotional experience, and ad recall, Journal of Consumer Research, 15(3), 360-366.
Pham, M. Tuan(1992). Effects of involvement, arousal, and pleasure on the recognition of sponsorship stimuli, Advances in Consumer Research, Vol. 18, 85-93,
Sandler, Dennis M. and Shani, D. S.(1993). Sponsorship and the Olympic Games:the consumer perspective, Sports Marketing Quarterly, 2(3), pp. 38-44.
Shaw, Sally and Amis, John(2001). Image and investment:sponsorship and women's sport, Journal of Sports Management, 15(3).
Shilbury, David(1996). Sponsorship awareness: a study of St. Kilda Football Club Supporters, Sports Marketing Quarterly, 5(1).
Stotlar, David K., Veltri, F. R., and Viswanathan, R.(1998). Recognition of athlete-endorser sports products, Sports Marketing Quarterly 7(1), pp. 48-56.
Stotlar, David K. and Bennett, Carl A.(2000). An analysis of in-game advertising for NCAA basketball, Cyber-Journal Sports Management, 4(1).
Till, Brian D(2001). Managing athlete endorser image:the effect of endorsed product, Sports Marketing Quarterly 10(1).
Turco, Douglas M.(1996). The effects of courtside advertising on product recognition and attitude change, Sports Marketing Quarterly, 5(4), pp. 11-15.
Turco, Douglas M.(1999). The state tobacco sponsorship in sport, Sports Marketing Quarterly, 8(1).
Turner, Edward T(1995). Televison consumer advertising and the sports figure, Sports Marketing Quarterly 4(1).
Turner, Paul(1996). Sport on television: a study of the Austrailian Football League Television Rights, Sports Marketing Quarterly, 6(3).
Veltri, Frank R.(1998). A new image:female athlete-endorser, Cyber-Journal Sports Management 2(4).
Wyatt, Toni J.(1998). A content analysis of television consumer advertising during the 1996 and 1997 NCAA final four basketball tournaments, Sports Marketing Quarterly 7(3).
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