Differential Effects of Television Commercials, Athlete Endorsements, and Venue Signage during a Televised Action Sports Event

Cianfrone, Beth A.; Zhang, James J.

doi:10.1123/jsm.20.3.322

Cited by 34 publications

(17 citation statements)

References 17 publications

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“…Within the cognitive dimension, prompted (aided) recall has been widely used as a primary measure of advertising effectiveness (Cianfrone and Zhang 2006;Riebe and Dawes 2006;Romaniuk and Wight 2009;Till and Baack 2005) while ad liking has been used for the measure of affective aspects of advertising success (Callister and Stern 2007;Dahlén, Rosengren, and Törn, 2008;Decrop 2007;Galloway 2009). …”

Section: Measuring Dependent Variablesmentioning

confidence: 99%

Bridging the gap between time and space: Examining the impact of commercial length and frequency on advertising effectiveness

Jeong

Sanders

Zhao

2011

Journal of Marketing Communications

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Marketing research has provided insight into how a number of variables add to and detract from the success of commercial advertisements. Length and frequency of presentation are two of these variables, but extant literature gives little indication as to how these two variables may work together to influence consumer perceptions. This quasi-experiment empirically examined the impact of commercial length and frequency on advertising effectiveness. The results showed advantages of frequency over commercial length in enhancing audiences' prompted brand recall and advertising liking. Although both commercial frequency and length were found to be significant, the impact obtained by running an additional commercial was considerably higher than the impact acquired by increasing average and total commercial length. Marketing implications for the results are discussed.

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Section: Measuring Dependent Variablesmentioning

confidence: 99%

Bridging the gap between time and space: Examining the impact of commercial length and frequency on advertising effectiveness

Jeong

Sanders

Zhao

2011

Journal of Marketing Communications

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“…Snowboarding and skateboarding are considered the fastest growing sports in the United States and form part of the action sports family (National Sporting Goods Association, 2006). Action sports have increased in consumer and corporate interest during the past decade (Cianfrone and Zhang, 2006). The growth in the action sports industry has been encouraged through increased media coverage of sporting events such as the ESPN X-Games and the Mountain Dew Action Sports Tour shown on NBC.…”

Section: Action Sportsmentioning

confidence: 99%

International sport marketing: practical and future research implications

Ratten

2011

Journal of Business &Amp; Industrial Marketing

107

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Purpose -Sport is a global product and service that many people around the world enjoy playing, watching and participating in. Whilst there has been an abundance of global media attention on sporting events such as the Olympics and World Football Cup, there seems to be a lack of integration between the sports marketing and international business disciplines both from a practical and also academic standpoint. This paper aims to discuss international sport marketing and why it is an important attribute of business-to-business marketing.Design/methodology/approach -The aim of the paper is to provide practical implications and research avenues for those seeking to further investigate international sport marketing as a unique area of academic research. The introduction to the paper focuses on the importance of sport to the global economy and how entrepreneurship is ingrained in many sport businesses and organizations. Next, different areas of international business management that relate to entrepreneurial sport marketing ventures are discussed in terms of future research directions and practical implications. These include how entrepreneurial sport ventures affect internationalization, branding, corporate social responsibility, tourism, regional development, marketing and action sports.Findings -The paper concludes by finding that there are numerous research avenues for future research on international sport marketing that combine different areas of marketing together with the sport marketing and international business literature. In addition, there is enormous potential for linking the sports marketing and international business literature through focusing on entrepreneurial sport ventures that occur worldwide.Research limitations/implications -The authors demonstrate the need to take an international perspective of sports marketing and business-to-business relationships.Practical implications -The paper discusses how and why sport firms interact in the international marketplace and how future competition will benefit from more sport-based business-to-business partnerships.Originality/value -The paper examines the important area of international sports marketing and how businesses that are both profit and non-profit orientated collaborate.The paper explores the concept of international sports marketing, and discusses the practical and future research implications of this exciting new field of marketing research.

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“…(3) Action-oriented tourist (high on ecotourism, high on sport tourism and high on the certification) usually requires physical skills and includes risks and inconvenience such as mount hiking, skiing, rope sliding while looking down rivers or tress (Costa Rica), river rafting, etc. The growth of the action sports industry is the result of innovation and technology that adapts to changing consumer and corporate demands (Cianfrone and Zhang, 2006). The global media attention to action sports has also facilitated their popularity.…”

Section: Tourism Ecotourism and Sport Tourismmentioning

confidence: 99%

Tourism, ecotourism and sport tourism: the framework for certification

Singh

Dash

Vashko

2016

Marketing Intelligence &Amp; Planning

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Purpose-The purpose of this paper is to develop a framework for identifying the need for ecotourism certification within ecotourism and sport tourism (EST) by discussing the overlapping characteristics on the dimensions of EST. Design/methodology/approach-Qualitatively, the Social Exchange Theory was used to discover segments of tourists based on the two dimensions: EST. Findings-The findings discovered four strategic segments (namely; vacation, green, action oriented and active tourists), their related activities, and the level of need for eco certification. Practical implications-EST activities offer a unique opportunity for tourism managers to positively influence conservation in and around communities, protected areas and sport events. Applying and implementing a global eco certification is paramount to attract tourists and enhance credibility of sport tourism. Originality/value-Identification of the four tourists segments and their relative need for certification is the novelty of the study. The labels of the identified tourist segments are: vacation tourist (low on ecotourism and low on sport tourism); green tourist (high on ecotourism and low on sport tourism); action-oriented tourist (high on ecotourism and high on sport tourism); and active tourist (low on ecotourism and high on sport tourism). The certification needs for green and actionoriented tourists are HIGH, for active tourist is MEDIUM, and for vacation tourist is LOW.

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Differential Effects of Television Commercials, Athlete Endorsements, and Venue Signage during a Televised Action Sports Event

Cited by 34 publications

References 17 publications

Bridging the gap between time and space: Examining the impact of commercial length and frequency on advertising effectiveness

Bridging the gap between time and space: Examining the impact of commercial length and frequency on advertising effectiveness

International sport marketing: practical and future research implications

Tourism, ecotourism and sport tourism: the framework for certification

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