1Master's Thesis
Summary Master’s Thesis: A scientific study concerning the consumer’s attitude toward
advertising through sport
2Master's Thesis
1 Intro
2 Metho
3 Results
4 Talk
3Master's Thesis
1.1 Advertising through sport
ProblemIncreasingly negative consumer’s attitude toward advertising
Why? Too much, too aggresif
SolutionUse sport as advertising platform to foster positive consumer’s attitudes toward advertising
Why? Broad range and high brand exposure via sports
EffectSport has become an important advertising platform
Intro
4Master's Thesis
1.2 Problem with previously research
Only about RECALL and RECOGNITION= exposure
Lack of insight in consumer’s PERCEPTION toward advertising through sport = cognitive structure
Recent scientific research provides a new framework for defining purchase intentions and buying behaviour
Intro
5Master's Thesis
Intro
1.3 Theoretical model of attitude toward advertising through sport (Pyun & James, 2011)
Multiple belief constructs
Potential moderating effect
Beliefs and attitude toward advertising through sport
Attitude toward advertising through sport and Aad
1
2
3
4
1
2
3 4
6Master's Thesis
Intro
1.4 Key theories
• Reasoned action theory (Fishbein, 1963)
• Primair structure of beliefs and attitudes toward advertising (Pollay & Mittal, 1993)
• Categorisation theory (Mervis & Rosh, 1981)
• Conceptual framework of Aad (Lutz, 1985)
7Master's Thesis
1.5 Beliefs
Product information• “Advertising is an usefull source of information”Social role and image• “ Advertising sells a lifestyle to the consumers”
Hedonism/Pleasure• “Likeability of advertising”Good for the economy• “Local and global market economy are improved by advertising”Annoyance/Irritation • “Ads that bother or irrate you”
Materialism• Buying goods is the way to happiness”
Falsity/No-Sense• “Ads mislead the consumers”
Intro
8Master's Thesis
Intro
1.6 Interesting but…
... no segmentation between consumers!
10Master's Thesis
Intro
1.8 Model of Sport Participation (Scheeder, 2007)
11Master's Thesis
“What’s the effect of consumer’s sport participation (or age or gender) on their attitude toward advertising
through sport?”
Intro
1.9 Research question for my Master Thesis
12Master's Thesis
1 Intro
2 Metho
3 Results
4 Talk
13Master's Thesis
• Validated questionnaire from study of Pyun & James (2011)– Based on explorative research:
• Explorative factor analysis : structure of relation between different variables
• Confirmatory factor analysis: optimizing model• Structural equation model: relation between constructs of beliefs
and attituds
• Online questionnaire on enquêtemaken.be• Available from 8/03/2012 until 20/03/2012
2.1 Questionnaire
Metho
14Master's Thesis
• All closed-ended questions• Set-up:
– 2 items about demografic data (gender and age)– 1 item about active sport participation (h/w)– 1 item about passive sport participation (h/w)– 45 items on 7 points Likert-scale measuring concepts of
model
• Analysis with SPSS Statistics 20
[2.1 Questionnaire]
Metho
15Master's Thesis
2.2 Segmentation
Metho
Sports participation• No sports participation• Only passive sports participation• Only active sports participation• Passive and active sports participation
Gender• Men• Women
Age• 15 – 20• 21 – 30• 31 – 40• 41 – 50 • 51 – 60 • 60 +
Attitude toward Ad
Attitude toward advertising
through sport
7 beliefs
Depending on results
16Master's Thesis
• Definition ‘Advertising through sport’“Any paid, non-personal message conveyed through some type of mass communication channel in relation to all types of sporting events”
2.3 Important note
Metho
17Master's Thesis
1 Intro
2 Metho
3 Results
4 Talk
18Master's Thesis244 valid respondents
3.1 Sample description
Results
Age
15 - 2021 - 3031 - 4041 - 5051 - 6060+
Age
15 - 2021 - 3031 - 4041 - 5051 - 6060+
Age
15 - 2021 - 3031 - 4041 - 5051 - 6060+Gender
137
107
0 50 100 150
Men
Women
Gen
der
Number
Frequency
17
103
27
47
42
8
Frequency
19Master's Thesis
Concept Number of items (initially)
Cronbach’s alfa
Belief 1: product information 5 0,859
Belief 2: social role and image 8 0,865
Belief 3: hedonism & pleasure 4 0,814
Belief 4: irritation 3 0,626 0,712
Belief 5: good for the economy 3 0,698 0,768
Belief 6: materialism 5 0,747
Belief 7: falsity 5 0,766
Attitude toward advertising through sport
9 0,891 0,911
Global attitude toward advertising 3 0,796
Results
3.2 Intern consistency concepts
> 0,70
20Master's Thesis
Model R R Square Adjusted R Square
Std. Error of the Estimate
Durbin - Watson
1 ,878a ,770 ,764 ,46962 2,033
Results
3.3 Multiple regression analysis
The 7 beliefs explain 77,0 % of the variance in attitude toward advertising through sport.
21Master's Thesis
Results
[3.3 Multiple regression analysis]
Materialism
Irritation
Falsity
Social role and Image
Good for the economy
Pleasure
Product Information
Standardized coëfficients
0,401
0,117
0,109
0,081
-0,119
-0,133
-0,176
-0,3 -0,2 -0,1 0,0 0,1 0,2 0,3 0,4 0,5
Be
lief
Standardized coëfficients
Standardized coëfficients of beliefs
22Master's Thesis
Model R R Square Adjusted R Square
Std. Error of the Estimate
Durbin - Watson
1 ,543a ,295 ,292 ,95011 1,868
Results
3.4 Single regression analysis
Attitude toward advertising throuhg sport explains 29,5 % of the variance in attitude toward the Ad.
23Master's Thesis
Results
3.5 Correlation analysisCorrelations
Passief sporten Actief sporten
Passief sporten
Pearson Correlation 1 ,323**
Sig. (2-tailed) ,000
N 244 244
Actief sporten
Pearson Correlation ,323** 1
Sig. (2-tailed) ,000 N 244 244
**. Correlation is significant at the 0.01 level (2-tailed).
Correlatie of 0,323 means limited coherence: positive for the segmentation.
24Master's Thesis
Passive sport participation(> 2 hours/week)
Active sport participation(> 3 hours/week)
Group 1
Group 2 X
Group 3 X
Group 4 X X
Results
3.6 SegmentationStatistics
Passive sport Active sport
NValid 244 244
Missing 0 0
Mean 4,605 3,876
Median 2,000 3,000
25Master's Thesis
Results
[3.6 Segmentation]Dividing up
68
43
51
82
0 20 40 60 80 100
Group 4
Group 3
Group 2
Group 1
Att
_s
po
rt
Frequency
P
A
A & P
33,6 %
54,5 %
72,1 %
100 %
Cum f.
26Master's Thesis
Results
3.7 Attitude toward advertising through sport
Group 1 (N=82)
Group 2 (N=51)
Group 3 (N=43)
Group 4 (N=68)
Average (N=244)
Attitude toward advertising through sport
4,6019
5,0790
4,5436
4,5613
4,2622
0 1 2 3 4 5 6 7
Average
Group 4 (N=68)
Group 3 (N=43)
Group 2 (N=51)
Group 1 (N=82)
Score
P
A
A & P
27Master's Thesis
Results
ANOVA
Att_adv_sport Sum of Squares df Mean Square F Sig.
Between Groups 25,174 3 8,391 9,998 ,000
Within Groups 201,430 240 ,839
Total 226,605 243
[3.7 Attitude toward advertising through sport]
There are significant differences between the groups.
28Master's Thesis
Results
Multiple Comparisons
Dependent Variable: Att_adv_sport Scheffe(I) Att_sport (J) Att_sport Mean
Difference (I-J)
Std. Error Sig. 95% Confidence Interval
Lower Bound Upper Bound
1,00
2,00 -,29908 ,16338 ,343 -,7591 ,1609
3,00 -,28141 ,17249 ,448 -,7671 ,2042
4,00 -,81685* ,15026 ,000 -1,2399 -,3938
2,00
1,00 ,29908 ,16338 ,343 -,1609 ,7591
3,00 ,01767 ,18967 1,000 -,5163 ,5517
4,00 -,51777* ,16970 ,027 -,9956 -,0400
3,00
1,00 ,28141 ,17249 ,448 -,2042 ,7671
2,00 -,01767 ,18967 1,000 -,5517 ,5163
4,00 -,53544* ,17850 ,031 -1,0380 -,0329
4,00
1,00 ,81685* ,15026 ,000 ,3938 1,2399
2,00 ,51777* ,16970 ,027 ,0400 ,9956
3,00 ,53544* ,17850 ,031 ,0329 1,0380
[3.7 Attitude toward advertising through sport] Differences
with group 4
29Master's Thesis
Results
[3.7 Attitude toward advertising through sport]
Difference with group 4
0 0,2 0,4 0,6 0,8 1
Group 3 (N=43)
Group 2 (N=51)
Group 1 (N=82)
Difference score with group 4
P
A
30Master's Thesis
Results
Attitude toward advertising in general
3,9563
4,2206
3,7287
3,9608
3,8537
0 1 2 3 4 5 6 7
Average
Group 4 (N=68)
Group 3 (N=43)
Group 2 (N=51)
Group 1 (N=82)
Score
P
A
A & P
Group 1 (N=82)
Group 2 (N=51)
Group 3 (N=43)
Group 4 (N=68)
Average (N=244)
3.8 Attitude toward Ad
31Master's Thesis
Results
ANOVA
Att_adv Sum of Squares df Mean Square F Sig.Between Groups 7,842 3 2,614 2,078 ,104
Within Groups 301,913 240 1,258
Total 309,756 243
[3.8 Attitude toward Ad]
There are no significant differences between the groups.
32Master's Thesis
Results
3.9 Benchmarking attitude – sport vs Ad
Group 1
Group 2
Group 3
Group 4
Average
Benchmarking
4,6019
3,9563
5,0790
4,2206
4,5436
3,7287
4,5613
3,9608
4,2622
3,8537
0 1 2 3 4 5 6 7
Average
Average
Group 4 (N=68)
Group 4
Group 3 (N=43)
Group 3
Group 2 (N=51)
Group 2
Group 1 (N=82)
Group 1
Score
P
A
A & P
Minimum
Ad Sport
Master's Thesis
Results
3.9 Benchmarking attitude – sport vs Ad
0,6456
0,8584
0,8149
0,6005
0,4085
0 0,2 0,4 0,6 0,8 1
Average (N=244)
Group 4 (N=68)
Group 3 (N=43)
Group 2 (N=51)
Group 1 (N=82)
Difference
P
A
A & P
34Master's Thesis
Results
3.10 Beliefs
• There were many differences between the groups but only on the 5% significance level for the following beliefs:
– Product Information
– Social role and Image
– Hedonisme/Pleasure
35Master's Thesis
Results
3.10.1 Product InformationProduct Information
3,9765
3,2837
3,4000
0 1 2 3 4 5 6 7
Group 4 (N=68)
Group 3 (N=43)
Group 1 (N=82)
Score
A
A & P
36Master's Thesis
Results
Social role and Image
3,9765
3,2837
0 1 2 3 4 5 6 7
Group 4 (N=68)
Group 3 (N=43)
Score
A
A & P
3.10.2 Social role and Image
37Master's Thesis
Results
Hedonism/Pleasure
4,1372
5,0000
0 1 2 3 4 5 6 7
Group 4 (N=68)
Group 1 (N=82)
Score
A & P
3.10.3 Hedonism/Pleasure
38Master's Thesis
Results
3.11 Gender and Age
Limited significant differences between men and womenMen are more convinced then women that advertising through sport delivers them a certain image/lifestyle.
Limited significant differences between the age groups50-60 year old people have a less positive attitude toward advertising through sport then 20-30 year old people and 40-50 year old people.
39Master's Thesis
1 Intro
2 Metho
3 Results
4 Talk
40Master's Thesis
Talk
“What’s the effect of consumer’s sport participation (or age or gender) on their attitude toward advertising
through sport?”
Quick reminder:
41Master's Thesis
• The respondents have a positive attitude toward advertising through sport.
• The respondents have a more positive attitude toward advertising through sport compared to their attitude toward Ad.
4.1 General
Talk
42Master's Thesis
• Hedonism/Pleasure is the most important belief concerning attitude toward advertising through sport (= literature).
• Product information is the less important belief concerning attitude toward advertising through sport (= literature).
• Advertisers through sport may not focus on the specific buying aspect (= materialsm).
[4.1 General]
Talk
43Master's Thesis
4.2 Segmentation – Targeting - Positioning
Talk
Variable Groups Gender Age
Materialism
Falsity
Product Information G1 G4G3 G4
Good for the economy
Social role and Image G3 G4 Women Men
Pleasure G1 G4Attitude toward advertising through sport
G1 G4G2 G4G3 G4
51-60y 21-30y 51-60y 41-50y
Attitude toward Ad
44Master's Thesis
[4.2 Segmentation – Targeting - Positioning]
Talk
• When you want to target the A+P group with advertising through sport then you have to focus on Product Information, Social role & Image and Pleasure.
• When you want to target men with advertising through sport then you have to focus on Social role and Image.
• [When you want to target people of 50-60 years then you can’t focus on advertising through sport.]
45Master's Thesis
• Sample
• Understanding concept ‘Advertising through sport’
4.3 Limitations
Talk
46Master's Thesis
Practical implications for advertisers through
sport
• Effect of different advertising formats
• Develop specific advertisements that focus on different beliefs
• …
Other segmentation of respondents
• Motivation for sport participation
• Geografic• Psychografic• Demografic• …
Role of different actors in advertising through
sport
• Federations• Individual athletes• State• Sports organisations• …
4.4 Further research
Talk
47
Blondeel PieterjanBachelor’s Degree Sports Management @ KHBO
Master’s Degree Communications Management @ University of GhentMore info:
Recommended
