An analysis on the effectiveness of football pitch advertising boards

Abstract

Purpose - The purpose of the study is to analyse the effectiveness of football pitch side-line advertising boards. Focusing on recall and recognition of side-line advertising boards, factors that influence effectiveness and the different level of involvement of spectators. Design/Methodology/Approach – Due to the nature of the study, a qualitative approach was taken since this research approach can offer a legitimate method of gaining information and understanding the way people make sense out of their own concrete thoughts. Interviews of football spectators were used as the primary data collection tool. Findings: The results suggest that Emotion, Repetition, Association and Overload of ¸£ÀûÔÚÏßÃâ·Ñ are the main factors that influence the effectiveness of side-line advertising boards. Moreover, there is an inverse correlation with the Importance or involvement of a football game to the effectiveness of side-line advertising boards. Originality/Value: This study can serve as a baseline and offer insights for marketers and advertisers to make the most efficient and effective use out of these side-line advertising boards.