Athletic Advertising

Page 1 of 29

Athletic Advertising

By | November 2012
Page 1 of 29
THOMAS COLLEGE

SPORTS ADVERTISING AND ITS EFFECTIVENESS

A Paper Submitted for
Course # SM 445
Senior Seminar: Research Applications
Professor: Dr. Greg King

By:
Bejay Perkins
Waterville, Maine
May, 2012

TABLE OF CONTENTS
TITLE PAGE………………………………………………………………..i TABLE OF CONTENTS…………………………………………………...ii CHAPTER
I. INTRODUCTION…………………..…………………...…..

II. REVIEW OF THE LITERATURE……………………….

1. Types of Advertising……………….………………... 2. The Psychology of Advertising / Emotional Response. 3. Cost of advertising / Cost of Super Bowl Ads………. 4. Using Different Types of Advertising in Sport……… 5. Alcohol and Tobacco Advertisement Responsibility… 6. Gender/Minority Portrayals in Sports Advertising…… 7. Analyzing Effectiveness………………………………

III. SUMMARY OF FINDINGS……….………………………..

REFERENCES…………………………………………………………….…….……

Sports Advertising and its Effectiveness
Chapter I: Introduction
In spectator events, such as sports, there is always an opportunity for advertising. In sport in particular, various technological advances have allowed for advertising to develop and find new mediums as much as the contests themselves have used such advances to promote their product. The effectiveness of these ads are measured with “explanatory variables like brand awareness, duration of exposure, and frequency of exposure,” (Sander & Altobelli, 2011).

There are many types of advertising. These types include traditional mediums such as print ads and radio spots, virtual advertisements such as electronic billboards, television commercials and social media advertisements. There are also in house advertisements like those you may see at a stadium or arena. Each type of advertisement has a benefit as well as possible draw backs due to restrictions that the medium used ultimately require. For example, although traditional advertising can be effective, with more and...