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VIRTUAL ADVERTISING IN SPORTS EVENTS: DOES IT REALLY WORK?
Lisa BecharasKatie BaumgardnerErin BrownQuincy HendersonDani KabbesCasey Richards
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Part 1: Article Overview
Purpose They wanted to test whether participants could
recognize virtual advertising Whether or not exposure time, exposure
frequency, and prior brand awareness have a positive impact on the recall of brands advertising
They were testing if attitude towards advertising in general is positively correlated with the attitude towards virtual advertising
Primary relationship: virtual advertising and its recognition, recall of brands, and attitude
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Hypotheses
“Virtual advertising is recognized by a majority of television viewers.”
“Exposure time, exposure frequency and prior brand awareness have a positive impact on the recall of the brands advertised.”
“Attitude towards advertising in general is positively correlated with attitude towards virtual advertising.”
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Methods
Participants 142 German university students Interest in Soccer Broadcasts
High: 34.5% Medium: 23.9% Low: 40.1%
Gender Male: 90.8% Female: 9.2%
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Methods
The students were tested prior to the study (pre-test) on assessing prior brand awareness
The students were shown an 18-minute video clip from a televised soccer match Five brands/organizations were advertised
during the match
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Methods
The students were interviewed (post-test) regarding effectiveness of virtual advertising Compared students’ attitudes towards
advertising in general and their attitudes towards virtual advertising
The participants were given a questionnaire after the video Aided recall: given brands and asked if they saw
them Unaided: Tell me what you saw during the video
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Results
77.5 % of participants recognized that virtual advertising had been used
92.7 % assigned the virtual advertising correctly (knew what it was)
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Results
Recall level was very high in both aided and unaided questionnaires
Duration of exposure does not play an essential role, whereas the frequency of exposure has a significant influence on the effectiveness of advertising
Attitudes towards advertising were significantly and positively correlated with attitudes towards virtual advertising
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Construct Validity
Dependent Variable: Recognition of advertisements Recall of advertisement Attitude towards advertisements
Independent Variable: Exposure to virtual advertisements
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How its Operationalized
Dependent Measures A written standardized interview followed
viewing including questions regarding recognition, recall, and attitude. Used the 5-point multi-attribute Likert scales
Independent Measures Participants viewed an 18 minute video clip
of the soccer match Hertha BSC Berlin vs. VfB Stuttgart
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Strengths and Weaknesses
Effect Construct: Strengths
Has face and predictive validity Multiple ways of measure Able to quantify results
Weaknesses Question-wording limits responses Questionnaire was given immediately after
viewing
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Strengths and Weaknesses
Cause Construct Strengths
German soccer match, participants were German as well
Both conventional and virtual advertising were represented
Weaknesses Only five companies represented Limited video clip Lower competition level No control over prior knowledge of products Only 18-minute clip, not full game length
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Internal Validity
Design
(71 People) O X O (aided)(71 People) O X O (unaided)
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Group Threats
Participants were “split” into two groups: aided and unaided. Were they randomly assigned?
Selection instrumentation The experimenter administering the
treatment and questionnaire treated the two groups differently.
Selection history/testing Were they randomly assigned?
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Internal Validity
Very strong for this study because of the testing of prior brand awareness and general design
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Issue
We would have liked to see the questionnaires that were distributed What questions were on the aided/unaided
forms? Could this have led to bias or different
results?
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Confounding Variables
The researchers tested prior brand awareness and found that it was not a confounding variable because the results were not significant
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External Validity
Non-random selection 142 German undergrads and grads in business management classes Is there a type of person that is more apt to take
these classes? More males than females (90.8% to 9.2%) Soccer interest (majority was low, 40.1%)
Random Assignment? Doesn’t say whether they were randomly assigned
into the two groups So were the groups really different to start with?
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Who, When, Where are they trying to generalize to?
Seems like they are trying to generalize to people who watch sporting events
Seems like they are trying to generalize to present and future times Trying to see if this specific type of advertisement works
Seems like they are trying to generalize to sports watchers who watch a sporting event at home They understand that this is a limited population, but they
state it is just an exploratory study
College age, German, business students**