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Sports Brand Appeal Types Survey Results
- 1. Sports and Brand Appeal By: Shaun Mealey, Jude Schell-Sheehan, Tom Desiato
- 2. What Types of Advertising appeal make brands memorable in the context of sports programming? Emotional Appeal Humor Music Sex Rational Appeal Informative
- 3. Background Information National Football League Olympic Games FIFA (Soccer) Brand Recognition Brand Awareness
- 4. Research Design Survey Focus Group
- 5. Data Analysis: Class Survey Results and Charts
- 6. How this Presentation can Benefit Future Researcher Advertising Appeal and Example Survey/Focus Group Results
Notas do Editor
- 1) Emotional appeals are often effective for the youth while rational appeals work well for products directed towards the older generation. 2) An emotional appeal is related to an individual’s psychological and social needs for purchasing certain products and services. Consumers are emotionally motivated or driven to make certain purchases. 3) HUMOR: An element that is used in around 30% of the advertisements. Provides a tool for catching the viewers attention. Ex) SHOW VIDEO 4) MUSIC: FIFA World Cup South Africa “Shakira WAKA WAKA” music video. Uses catchy music, emotional imagery from soccer matches to catch the audience and get them to feel the magic and excitement of the World Cup. Representation of showing countries around the world coming together and how Soccer is known as a world wide sport aside from the NFL which is more popular in the US. 5) SEX: GoDaddy.com commercials with Danica Patrick and Jillian Michaels(GUYS). David Beckam H&M(GIRLS). *SIDE NOTE* “Superbowl 2012 featured 111 Million viewers and in a recent survey recorded by BIGinsightTM Advertising and Marketing Agency, 8.4% of the 9,317 respondents said the commercials “influenced them to make a purchase”. According to the Associated Press, the average Super Bowl ad cost average is $3.5 million. To see that 8.4% are influenced to buy shows how important advertising during the super bowl really is the company and business’ 4) Rational appeals aims to focus on the individual’s functional, practical needs for particular products and services. Such appeals emphasize the characteristics and features of the product and the service and how it would be beneficial to own or use the particular brand. 5) INFORMATIVE: Commercials that aim to speak about features that are beneficial to the viewer to make them want to buy a product. Ex) Lincoln MKS futuristic spaceship like design
- Different brands sponsor different sporting events Everyone has some sort of brand that they are either loyal to or recognize because they use it. These brands might sponsor one of these sports Sports are here for peoples entertainment and brands realize that people watch.
- When conducting our focus group we developed questions that focused on what stuck in peoples minds. What did they remember ( whether that be a good remembrance or bad ) What they were interested in Important people they remembered ( bring up endorsements and testimonials ) Question from the focus group ( 1. Do you agree, disagree, or have minimal feeling about players endorsing a brand, or product? ) Do people remember a brand because of someone who endorses the product We conducted our survey to the class and received 14 responses. Once again we wanted to know what brands people associated with different sports. What people did while watching games ( eating / drinking ) What brands people thought were prominent in major sporting events that we covered.
- Within our class of about 22 students, with 14 total full responses, we conducted a survey of 9 questions in multiple choice, check all that apply, and open ended format that dealt with sports and advertisements. We started with demographics such as age, gender, income and ethnicity and then asked more detailed questions about sports branding and why they watch, play, or attend sports events. One of our questions was a “What is the first brand(company, product, or service) that comes to mind when you hear the word “sports”. Since the question was open ended, we had to look into each response and try to narrow the answers down to a few keys choices. We were able to narrow it down to 5 choice (Nike, Adidas, The Giants, Gatorade, and Budweiser). 50% thought of Nike, 14$ thought of Adidas, 14% thought of Gatorade, 14% thought of Budweiser, and 7% thought of the Giants. After going over these results, it clearly shows that some brands or companies have more of an influence in the world of sports advertising than others.