ABSTRACT
The Effect of Sports Marketing on Business Advertisement -Focusing on Korean pro-basketball Teams-
Han, Sang Ho
Major in Physical Education
The Graduation School of Han Yang University
The aim of survey is to investigate how much sports marketing have influence with the effects of company advertisements, this survey has the subjects of 300 high school students (boy and girls) attending mandk high school in a city.
(1) The effects of company advertisements by sports marketing with pro-basketball team.
(2) The rate of company-recognition by sports marketing with pro-basketball team.
(3) The rate of preference of company by sports marketing with pro-basketball team.
(4) The rate of potential purchase of companies products by sport marketing with pro-basketball team. The analyses of above items are as follows.
1) The results of companies advertisement effects by sports marketing with pro-basketball team.
(1) The pro-basketball uniforms players wear have great influence with companies advertisements (93.4%).
(2) The events by pro-basketball team have much influence with companies advertisements (92.3%).
(3) The brochures and propagations by pro-basketball team have a great effect in companies advertisements (90.0%).
(4) The fan club promoted by pro-basketball team have grate influence with companies advertisements (77.3%).
(5) The good record of pro-basketball team serves much to the companies advertisements (77.0%).
(6) The relay of pro-basketball game add much to the companies advertisements (79.9%).
2) The results of company- recognition rate by sports marketing with pro-basketball team.
(1) The advertisements with pro-basketball team are more effective than common advertisements in companies sale (80.7%).
(2) The advertisements with pro-basketball team are more effective than common advertisements in market- occupation rate(75.0%).
(3) The advertisements with pro- basketball team are more effective than common advertisements in companies recognition rate(73.0%).
3) The results of company-preference rate by sports marketing with pro-basketball team
(1) The star players in pro-basketball team add much to company-preference rate(76.0%).
(2) The formation of pro-basketball team have influence with company-preference rate(75.6%).
(3) The director, coach and popularity of pro-basketball team have influence with the rate of company -preference rate (68.0%).
(4) The manners of players serves much to company-preference rate(79.6%)
4) The results of potential purchase of companies products by sports marketing with pro-basketball team.
(1) The premium events by pro-basketball team have affirmative effects in penitential purchase(88.6%).
(2) The cellular phone studentsare able to purchase in future Anycall(27.7%),Guliver(24%),Sion(11.7%),SK(12%),Motorola(11.7%).
(3) The reason in choosing cellular phone The preference of pro-basketball team(25.3%), The quality (10.7%), The fashion able design(9.0%), The others recommendation (7.5%), The services of company (5.0%).
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