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

• Authors: Horbaczewski T. , Szymura B.
• 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.

Keywords

EN

ADVERTISING RECOGNITION; EFFICACY OF EXTERNAL ADVERTISING

Discipline

• PSYCHOLOGY: PSYCHOLOGY

• Publisher: Committee on Psychological Sciences PAS, Warsaw School of Social Psychology
• Journal: Psychological Studies
• Year: 2005
• Volume: 43
• Issue: 2
• Pages: 47-58
• Document type: ARTICLE

Contributors

author

Horbaczewski T.

author

Szymura B.

• T. Horbaczewski, Uniwersytet Jagiellonski, Instytut Psychologii, al. Mickiewicza 3, 31-120 Kraków, Poland

Identifiers

CEJSH db identifier

05PLAAAA00481219