RESEARCH ON TV ADVERTISING EFFECTIVENESS OF THE TAIWAN SUPER BASKETBALL LEAGUE

Television advertisements have great marketing effective on Super Basketball League's (SBL) development. The research focuses on the influence of SBL's television advertisements on behavioral goals. The study aim is shown in the following as: know current condition of television advertisem...

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Bibliographic Details
Published in:International journal of organizational innovation 2010-10, Vol.3 (2), p.199
Main Authors: Chan, Li-Yun, Su, Maw-Song, Huang, Chi-Ming
Format: Article
Language:English
Subjects:
Attitudes
Basketball
Behavior
Communication
Discriminant analysis
Effectiveness
Influence
Professional basketball
Questionnaires
Sales
Studies
Television advertising
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Summary:Television advertisements have great marketing effective on Super Basketball League's (SBL) development. The research focuses on the influence of SBL's television advertisements on behavioral goals. The study aim is shown in the following as: know current condition of television advertisement effectiveness on SBL fans; influence model of framed advertisement recognition and advertisement attitude on behavioral goals; discussion on influence situation of advertisement recognition and attitude on behavioral goals. The method used here is convenience sampling of formal testing machetes based on 2010 Ball Season Regular Matches. After description, testing and discussion on statistics and structural equation modeling, the conclusions are: 1. SBL fans have high-level effectiveness on advertisement recognition and high positive effective on advertisement hobbies. 2. The research adopts SBL fans as study objective and the assumptions on the impact model on behavioral goals of advertisement recognition and of advertisement attitudes are correct. 3. Advertisement recognition and attitudes have positive impact on behavioral goals.
ISSN:1943-1813