노출빈도에 따른 스폰서로고에 대한 연구 - 여자골프 중계방송을 중심으로 - = A study on the position of sponsors logos on exposure frequency - mainly on women's golf game relay broadcasts -

다국어 초록 (Multilingual Abstract)

Many consumers spend a lot of time and money to play or watch sports as a Five-day Work Week allow them to have more leisure time. TV ratings for sporting events are much higher than the news, popular soap operas and also the number of the crowd visiting sports stadium are increasing gradually. Among many sports, golf tournaments less follow the constraints of the advertisement and have an image of a premium sport in result to used for advertising business by sponsorship. However, it is difficult to know which type of sponsorings would be more effective because of the lack of a study on effects of the advertisement exposure to TV broadcasts of golf commentaries. Thus, this study aims to determine effects of the advertising exposure by analyzing the advertising exposure time of athletes' hats and tops specifically. And through this, the practical frequency of advertisement in golf tournaments will show us what should be a top priority to get the best result by advertising their brands in sponsors. As a result, the longest exposure time of the position of exposed brand logos was the front side of a hat followed by the left side of a hat, the left side of an arm and the left side of a chest. And the longest exposure time of brand logos of athletes was the right side of their chest followed by the right side of their arms, hats and the back of their hats. By reduction constraints on advertising exposure, some athletes recently have played games with the logo on a collar of their tops or a brim of hats and these were exposed much more time to the public than the above four figures. The above four of the longest exposure timed figures have not showed much difference to a result of the previous study. The shortest exposure timed figures and the should show the logos of sponsors effectively by a study in detail and it will eventually maximize an effect of advertising sponsors.

참고문헌 (Reference)

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