The Research On The Effectiveness Of Recognizing Sports Television Advertising Of Different Exposure Parameter

With the rise of the commercial heat, TV advertising and sponsors in China has become a widely used model of merchandising, in which sports events advertising tend to be the research focus these years. However in normal life, there is another form of advertising which is widely accepted by public, that is sports billboard sponsors, which is well known as "the landscape on court or field". Sports billboard sponsors has highly preferred by advertisers because of their beauty and easy understanding, which demand profound research for their better practical value.In this paper, experimental methods of psychology were used to explore the recognition rules of audience watching different types of sporting events on several cumulative exposure time of billboard sponsors, which aims to explore the commercial value of sport billboard sponsors on the event organizers, advertisers, television media, etc by controlling several factors such as billboard sponsor types, events duration, cumulative sponsor exposure duration, cumulative sponsor exposure frequency so as to provide information for the effectiveness of advertising in China.Taking both the realistic of sports events and the rigor of psychological research into account, live game was shot and variables were controlled such as cumulative exposure, cumulative exposure frequency, exposure location, etc.191 students from SUS were chosen as participants and were divided into several groups randomly on different purpose, the effectiveness of recognition on billboard sponsors were collected by controlling different types, duration, cumulative exposure duration, cumulative exposure frequency of billboard sponsors. A 2×3×3 mixed design were used in this research, in which 2 as sex; 3 as types of sponsors:Chinese, graphics, letters; another 3 as duration of video:10min,20 min,30min.The result indicated that, firstly, different types of sponsors was a important factors on effectiveness of recognition, that is, sponsors in Chinese top the other two on effectiveness of recognition, sponsors in letters followed, and sponsors in graphics the lowest. Secondly, display duration of video was also an important factor. The effectiveness on billboard sponsors seem being best when the video were displayed to 30min. Thirdly, the position of sponsor had a significant impact on the effectiveness of recognition of sponsors, Fourthly, factors such as cumulative exposure duration, cumulative exposure frequency were important. A significant linear regression could be found in cumulative exposure duration of sponsors, cumulative exposure frequency and the effectiveness of recognition of sponsors. Fifthly, sex was also an important factor. No significant difference could be found on effectiveness of recognition in all participants under the influence of video duration. However, the difference between sex tend to be significant on the effectiveness of recognition on sponsor types:female participants were better than male participants on the effectiveness of recognition of all three types of billboard sponsors.