An Analysis in Exposure Effective between Place Marketing and Sport Sponsorship

• Main Authors: Chen Hung-Jung, 陳虹蓉
• Other Authors: Hwang Yen-Xiang
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/49042414341617462983

碩士 === 國立臺灣體育運動大學 === 運動管理學系碩士班 === 100 === 　　The purpose of this study was to analyze the exposure effect of sport sponsorship and place marketing and their unique promotion strategy so as to provide any suggestion for business while forming a promotional strategy. The study was conducted by two stages at which the first compared the exposure effect between movie the “Minority report,” and NBA match the “Spurs vs. Rocket.” 　　The result showed that the top 5 ranking trade marks in Minority report were: Lexus, GAP, Nokia, Reebok, Burger King, while Toyota, Adidas, Nokia, McDonals and Pepsi were the top 5 in NBA “Spurs vs. Rocket” Match. After further analyzed into the coefficient of variation between two groups, this study found that the Lexus in Minority report has lower coefficient then Toyota did in “Spurs vs. Rocket” match showing that the Lexus were more recognized then Toyota. 　　The second stage was then comparing the exposure frequency of trade mark displayed in 3 movies and 3 NBA matches. The result showed that the top exposed trade mark in NBA matches were American Airline (match 1= 311, match 2=302) and Continental Airline (match 3 = 190) while American On-Line in You’ve got a mail (N=31), Audi in I-robot (N=50) and Chevrolet in TransformerⅢ(N=46) were top ranked.