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A b s t r a c t
A study on Differences of Perception between Consumers and Marketers on the Advertising Effectiveness of Clothing Sponsorship in Television.
Lee, Kyung-Yul / Assistant Professor,
Dept. of Advertising & PR, Hanyang University
The purpose of this study is to examine 1) the perception of consumers and marketers concerning the advertising effectiveness of clothing sponsorship in television, 2) whether there is differences in the perception of the ad effectiveness of clothing sponsorship in television between consumer and marketers, and 3) whether the predictors of the ad effectiveness of clothing sponsorship in television such as celebrity involvement, cloths involvement, TV media involvement, TV usage, and demographic variables influence the advertising effectiveness of clothing sponsorship in television. A survey of 298 consumers and 50 marketers showed that there were significant d i fferences in the perception of the advertising effectiveness of clothing sponsorship in television between consumer and marketers. It turned out that marketers have more favorable perception than consumers do toward the advertising effectiveness of clothing sponsorship in television. In addition, the results of hierarchial regression analysis indicate that all three predictor variables such celebrity involvement, cloths involvement, TV media involvement, TV usage, and demographic variables were related to the advertising e ffectiveness of clothing sponsorship in television, while celebrity involvement was the best predictor of the advertising effectiveness of clothing sponsorship in television.
key word : TV clothing sponsorship, clothing sponsorship, celebrity clothing sponsorship, indirect ad., star marketing |
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