30-01-2013, 03:41 PM
Analysing the effects of advertising type and antecedents on attitude towards advertising in sport
ABSTRACT
The attitude towards advertising (AG) construct has been the focus of several investigations in marketing literature, in part because of the suggestion that it is an antecedent to additional variables affecting consumers. Several authors have provided conceptual frameworks indicating the importance of the advertising construct in relation to other important marketing variables. Here, we analyze analyse the perceptual antecedents of AG via television commercials and virtual advertising to compare the two media vehicles in a sports broadcast setting.
Virtual advertising, also known as virtual signage and/or electronic billboards, is a technology that allows digitised superimposition of images. However, when comparing TV advertising with virtual ads, the location of the virtual ads is an
important consideration. For example, although TV advertising might be more intrusive and entertaining than virtual ads, how intrusive and entertaining virtual
ads are might depend on the location of virtual ads. Therefore, we expect responses to advertising to have an interaction effect between type of advertising and antecedents.
Research indicates that individual responses to advertising vary according to the type of advertising (television commercials, virtual ads by location). The results show that a) television commercials were perceived as being more entertaining, informative and
irritating, and less credible, than virtual advertisements regardless of location, and b) virtual advertisement with logo ads above/below the score display had a significant lower mean score across the antecedents compared to the other advertisement types.
An interesting finding is that virtual advertisement with logo ads above/below the score display were perceived as less entertaining, informative and irritating, and more credible, than any other type of advertisement. Therefore, the location of the virtual
advertising is an important consideration for media planning, as different locations will trigger different responses. In general, television commercials were found to be more irritating and less credible than virtual advertising.