Upload
alan-hancock
View
241
Download
0
Embed Size (px)
Citation preview
Phung Minh Tuan ( 馮明俊 )ID: A0008225
Email: [email protected]
Outcome of a soccer match and advertising effectiveness
Contents
• Purpose of idea• Outcome of soccer match• Emotion of audiences • A conceptual Framework
Purpose of idea
• What is the result of the soccer match to make increasing amountsof audiences to watch advertising after match ending?
• How the marketers can understands audience emotions influence their advertising?
Literature review
• Excitation-transfer theory• Emotions in consumer behavior
Results of soccer match
Following of FIFA soccer law:• Win/lose• Drawn
A conceptual framework
Research Methodology
• Dependent variable:Advertising measure by amount of audiences • Independent variable: result of match- Lose/Win- Draw• Moderating variable:- Positive emotion- Negative emotion
Research design
• Sample 1: collect data at coffee shop where Vietnamese watch football on TV
- Emotions were rated on a five-point Likert scale ranging from
- I feel this emotion not at all (1) - I feel this emotion very strongly (5).
Research design
• Sample 2: Observer 25 football matches on TV, collect viewers after finish game.
• 6 matches with draw outcome• 8 matches with home outcome• 11 matches with away outcome
Draw
Home
Away
Home + Away
Results of Observation