Effective Advertising Decisions in Television Sports Programs

  • Guang-Xin Xie
  • Eda G. Atay
  • Lynn R. Kahle
  • Karen Ring
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


This study examines the compatibility of televised sports programs and integrated advertising based on audience attention, attitude toward commercials, and awareness of sponsorships. A 2003 national survey suggests that sports fans tend to be more susceptible toward the marketing messages than non-fans watching either continuous or discontinuous sports.


Consumer Research Advertising Message Sport Program Advertising Effectiveness Persuasion Knowledge 
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Copyright information

© Academy of Marketing Science 2015

Authors and Affiliations

  • Guang-Xin Xie
    • 1
  • Eda G. Atay
    • 1
  • Lynn R. Kahle
    • 1
  • Karen Ring
    • 1
  1. 1.MuncieUSA

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