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Keywords: advertising effectiveness
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Journal Articles
Virtual advertising in sports events: does it really work?
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2011) 12 (3): 28–42.
Published: 01 April 2011
... of exposure. Furthermore, we measure the role of attitudes towards advertising in general and its impact on attitudes towards virtual advertising of the respondents. Our results indicate that most respondents recognise virtual advertising as such. Advertising effectiveness is driven to a large degree...
Journal Articles
Analysing the effects of advertising type and antecedents on attitude towards advertising in sport
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2006) 8 (1): 56–75.
Published: 01 October 2006
... type were assessed using Brackett and Carr's (2001) model. Our results indicate that individual responses to advertising vary according to the type of advertising (television commercials, virtual ads by location). virtual advertising virtual signage advertising effectiveness electronic billboards...
