I 2010FIFA Tetsuya Okamoto / Miok Im / Yang Kil Kyoung Seo, 2006, p.332 FIFA 1984 IEG Sponsorship Report 2012 511 189 130.1 68.8% 189 141 112 39 IEG, 2013 ambush 1 marketing 1 ambush 124 2013 winter / No.398
FIFA 2006 FIFA 2006 2010 FIFA II 1 1, 2006, p.332 FIFA, 2007, pp.249-250 1984 Peter Victor Ueberroth, 2011, p.192 125
, 2006, 2008 2007 p.250 2 1984 Meenaghan 1994 Kodak Sandler & Shani, 1989 42% 15% Meenaghan, 1994, 2006, p.2 2006, p.161 1 ambusher Meenaghan 1994, 1998 21 2 1990 FIFA IOC FIFA, 2006, p.161 126 2013 winter / No.398
3 semantic relatedness Sandler & Shani 1989 1988 Cornwell et al. 2006 TOP 7 4 3 2 1 Shani & Sandler 1998 1996 2 1,500 1 IOC FIFA Johar & Pham 1999 2006, p.161 prominence 4 Meenaghan, 1994 127
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2 2 FIFA 3 FIFA Cornwell, T. B., Humphreys, M. S., Maguire, A. M., Weeks, C. S., and Tellegen, C. L. 2006 / Sponsorship-Linked Marketing; The Role of Articulation in Memory, Journal of Consumer Research, 33(3), pp.312-321. 2001 2011 5 pp.189-202 2007 2007 19 pp.131-146 IEG 2013 / IEG Sponsorship Report http://www.sponsorship.com/ iegsr/2013/01/07/2013-sponsorship- Outlook--Spending-Increase-Is-Dou.aspx, 2013 5 6. 2005 17 pp.103-115 Johar, G. V. and Pham, M. T. 1999 / Relatedness, Prominence, and Constructive Sponsor Identification, Journal of Marketing Research, 36(3), pp.299-312. 137
2006 pp.332-335 1993 pp.67-92 2006 W 38 1 pp.159-174 2007 1 15 2 pp.1-12 2008 2 CM 16 1 pp.1-11 2007 pp.248-304 Meenaghan, T. 1994 / Point of View: Ambush Marketing: Immoral or Imaginative Practice?, Journal of Advertising Research, 34(5),pp.77-88. Meenaghan, T. 1998 / Ambush marketing: Corporate Strategy and Consumer Reaction, Psychology and Marketing, 15(4),pp.305-322. 2006 64 pp.1-20 Rethans, A. J.,Swasy, J. L. and Marks, L. J. 1986 / Effect of Television Commercial Repetition, Receiver Knowledge, and Commercial Length: A Test of the Two-Factor Model, Journal of Marketing Research, Vol.23(February), pp.50-61. 2008 Vol.36 No.7 pp.849-856 Sandler, D. M. and Shani, D. 1989 / Olympic Sponsorship vs. Ambush Marketing: Who Gets the Gold?, Journal of Advertising Research, 29(4),pp.9-14. Shani, D. and Sandler, D. M. 1998 / Ambush Marketing: Is Confusion to Blame for the Flickering of the Flame?, Psychology and Marketing, 15(4),pp.367-383. 2000 pp.247-264 2006 2002 W 10 pp.97-106 2007 pp.195-245 2000 CM 40 pp.93-99 138 2013 winter / No.398
The Effectiveness of TV Commercials Aired During Sports Events: The Case of the 2010 FIFA World Cup Tetsuya Okamoto Miok Im Yang Kil Kyoung Seo This paper will reveal the influence of sportsrelated expressions in TV commercials aired during large sports events on advertising effectiveness. In previous studies on TV advertising, a sponsoring company and an ambushing company were viewed as competitors in terms of sports events including the Olympic Games and the FIFA World Cup. In Japan, however, other companies also run advertisements that appear to be related to sports events. We analyzed the effectiveness of TV commercials aired during the 2010 FIFA World Cup games and related programs and found the following results. First, an increase in the advertising recognition rate boosted consumer recall of the brand and promoted its positive image. Yet, increased brand recall means that consumers quickly lose interest in the product. The use of TV personalities helped raise advertising recognition rates in the early stage of the advertising process, and in turn exerted positive effects on brand recognition and image. Nevertheless, it is not necessarily the case that the appearance of TV personalities directly influences these aspects. The most significant finding is that soccer-related expressions in commercials brought about increased advertising recognition rates in the early stage, and also played a role in maintaining the interest of consumers in the products. Ultimately, we can assert that even though a given product is unassociated with sports, the use of sports-related words and expressions in an advertisement increases the advertising recognition rate. Furthermore, it prevents the loss of consumer interest in the product. The Effectiveness of TV Commercials Aired During Sports Events Tetsuya Okamoto Miok Im Yang Kil Kyoung Seo 139