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Keywords: virtual advertising
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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
...Matthias Sander; Claudia Fantapié Altobelli This paper examines the effects of virtual advertising in a sports broadcast setting. We analyse the conspicuousness of virtual advertising and match the results with explanatory variables like brand awareness, duration of exposure and frequency...
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...
Journal Articles
International Journal of Sports Marketing and Sponsorship (1999) 1 (2): 2–14.
Published: 01 June 1999
...Bill Gerrard © 1999 by Winthrop Publications Limited 1999 licensed reuse rights only --> Sport sponsorship Financial services Ambush marketing Virtual advertising 01 05 1999 An Interview with Paul Blanchard Keywords: Sport sponsorship, Financial...
