Publication:

運動贊助與置入行銷曝光效益比較之研究

本研究目的主要在探討運動贊助與置入行銷的曝光效益，以及二者間特有的宣傳方式，藉以提供企業在選擇行銷工具上的參考依據。資料收集以兩階段進行，第一階段以電影關鍵報告與NBA火箭隊馬刺的比賽為研究對象，進行曝光效益之比較，第二階段則以三部電影以及三場NBA球賽為對象，進行曝光率之比較。

研究結果經相關文獻回顧與統計分析之後發現。在曝光效益之比較上，關鍵報告中辨識度排名前五的企業商標分別為：Lexus、GAP、Nokia、Reebok、Burger King。NBA球賽則為：Toyota、Adidas、Nokia、McDonals與Pepsi。進一步比對兩組數據後發現，關鍵報告中Lexus 的變異係數比 NBA 中的 Toyota低，其餘皆高於NBA球賽的企業商標，顯示觀眾對於關鍵報告中Lexus 的辨識程度較為集中，對於NBA籃球賽的Toyota則較為離散。但其他在螢幕中出現的企業商標則NBA優於關鍵報告。

在曝光率之比較上，三場NBA 球賽中曝光次數最多的為American Airline，出現次數為311與302，以及Continental Airline，出現次數為190次。在三場電影的畫面中，曝光次數最多的企業商標分別為：American On-Line，出現次數為31，Audi出現次數為50，以及CHEVROLET，出現次數為46。

The purpose of this study was to analyze the exposure effect of sport sponsorship and place marketing and their unique promotion strategy so as to provide any suggestion for business while forming a promotional strategy. The study was conducted by two stages at which the first compared the exposure effect between movie the “Minority report,” and NBA match the “Spurs vs. Rocket.”

The result showed that the top 5 ranking trade marks in Minority report were: Lexus, GAP, Nokia, Reebok, Burger King, while Toyota, Adidas, Nokia, McDonals and Pepsi were the top 5 in NBA “Spurs vs. Rocket” Match. After further analyzed into the coefficient of variation between two groups, this study found that the Lexus in Minority report has lower coefficient then Toyota did in “Spurs vs. Rocket” match showing that the Lexus were more recognized then Toyota.

The second stage was then comparing the exposure frequency of trade mark displayed in 3 movies and 3 NBA matches. The result showed that the top exposed trade mark in NBA matches were American Airline (match 1= 311, match 2=302) and Continental Airline (match 3 = 190) while American On-Line in You’ve got a mail (N=31), Audi in I-robot (N=50) and Chevrolet in TransformerⅢ(N=46) were top ranked.