Congruence and placement in sponsorship: An eye-tracking application.
Sporting events can be announced using sports posters and by disseminating advertisements on the internet, on the street and in print media. But until now, no prior research has measured the effectiveness of sponsorship in sporting event posters. This study uses eye tracking to measure the effectiveness of sporting event posters and proposes considering the level of the viewer's attention as an indicator. This research involves a factorial experiment based on the following variables: congruence, the number of sponsors, and placement of the sponsor's advertisement in a sporting event poster. The results indicate that sponsors positioned in the poster's area of action receive more attention. However, we were unable to prove that congruent sponsors receive more attention, as claimed in the literature. This result could be due to a situation of blindness towards the sponsor. The conclusion section of this paper discusses theoretical conclusions and potential managerial actions.
['Alonso Dos Santos|Manuel|M|', 'Calabuig Moreno|Ferran|F|', 'Sánchez Franco|Manuel|M|']
D000329:Advertising D001288:Attention D053483:Eye Movement Measurements D005133:Eye Movements D005260:Female D006801:Humans D008297:Male D013177:Sports D014796:Visual Perception D055815:Young Adult
Congruence Placement Sponsorship Sporting event Sports Poster Eye tracking Attention Sponsors