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題 名 | 競賽現場廣告辨識效果之研究--以九十一年大專運動會羽球場之廣告為例=A Study on Recognition Effects of Corporate Courtside Advertising--A Case Study of 91st Acedemic-Year Collegiate Athletic Games Badminton Court Ground Spectators |
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作 者 | 李志峰; 林忠程; | 書刊名 | 輔仁大學體育學刊 |
卷 期 | 2 2003.05[民92.05] |
頁 次 | 頁65-78 |
分類號 | 993.13 |
關鍵詞 | 運動贊助; 現場廣告; 辨識效果; Sport sponsorship; Courtside advertising; Recognition effects; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究民國九十一年大專運動會羽球比賽場地136名觀眾為樣本,探討現場觀眾的人口統計特徵以及評估觀眾對於四家贊助廠商現場廣告的辨識率。研究結果發現:大運會羽球比賽現場觀眾人口統計特徵為男性略多於女性,年齡以25歲以下佔多數,身份多為參加比賽的選手。現場贊助廣告辨識效果以勝利牌羽球為最佳(90.4%),其次分別是啟利羽球專賣店(66.2%)、義大醫院(41.2%)以及克迪實業(28.7%)。本研究最後根據研究結果提出運動贊助以及未來後續研究方面的具體建議。 |
英文摘要 | This research surveyed 136 spectators from badminton court of 91st academic-year collegiate Athletic games to investigate the demographic features of spectators and to access spectators’ recognition rate of sponsor corporate courtside advertisings. The findings of this study revealed that the demographic features of spectators at badminton courts were: male spectators slightly more than female, age beyond 25 years old, and most spectators were athletes who participated competitions. Victor Badminton got highest recognition rate (90.4%), and then Chi-Lih Badminton Material store (66.2%), Yih-Dah Hospital (41.2%), Hunter Boy Corporation (28.7%). According to the results of this survey, researchers also presented some concrete suggestions for sport sponsorship and future studies. |
本系統中英文摘要資訊取自各篇刊載內容。