PL EN


2005 | 43 | 2 | 47-58
Article title

WHEN FANS PAY ATTENTION TO THE EXTERNAL GROUND ADVERTISING? ON THE EFFICACY OF DIFFERENT FORMS OF ADVERTISING PRESENTATION DURING SPORT EVENTS

Title variants
Languages of publication
PL
Abstracts
EN
The main aim of presented studies was to examine some cognitive determinants of efficacy of external advertising. The subjects watched the short video film consisting of several spots of football games. They were supposed to remember as much details from this presentation as they could. Expected recognition test on football events and unexpected recognition test on advertisings that appeared behind the goals were administered to the subjects shortly after video presentation. The strong familiarity of advertised company names effect was obtained. The subjects recognized significantly better the advertisings of companies well known in Poland if only these advertisings included logo or they were presented in distinct motion. The distinct color of advertising presentation had no impact on efficacy of advertising recognition. Results are summarized in the form of four rules of construction of efficacious external advertising.
Contributors
author
  • T. Horbaczewski, Uniwersytet Jagiellonski, Instytut Psychologii, al. Mickiewicza 3, 31-120 Krak√≥w, Poland
References
Document Type
Publication order reference
Identifiers
CEJSH db identifier
05PLAAAA00481219
YADDA identifier
bwmeta1.element.5fff799a-07f0-33cf-a463-8eec85a3459f
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.