Presentation about my Master's Thesis in my Master Communication Management @ University of Ghent.

1. Summary Master’s Thesis:
A scientific study concerning the consumer’s attitude
toward advertising through sport
Master's Thesis 1

2. 1 2
Intro Metho
3 4
Results Talk
Master's Thesis 2

3. Intro
1.1 Advertising through sport
Problem
Increasingly negative consumer’s attitude toward advertising
Why? Too much, too aggresif
Solution
Use sport as advertising platform to foster positive consumer’s
attitudes toward advertising
Why? Broad range and high brand exposure via sports
Effect
Sport has become an important advertising platform
Master's Thesis 3

4. Intro
1.2 Problem with previously research
Only about RECALL and RECOGNITION
= exposure
Lack of insight in consumer’s PERCEPTION toward
advertising through sport
= cognitive structure
Recent scientific research provides a new framework
for defining purchase intentions and buying behaviour
Master's Thesis 4

5. Intro
1.3 Theoretical model of attitude toward
advertising through sport (Pyun & James, 2011)
1
Multiple belief
constructs
3 4 2
Potential moderating
effect
3
Beliefs and attitude
toward advertising
through sport
4
Attitude toward
1 advertising through
sport and Aad
2
Master's Thesis 5

6. Intro
1.4 Key theories
• Reasoned action theory (Fishbein, 1963)
• Primair structure of beliefs and attitudes toward
advertising (Pollay & Mittal, 1993)
• Categorisation theory (Mervis & Rosh, 1981)
• Conceptual framework of Aad (Lutz, 1985)
Master's Thesis 6

7. Intro
1.5 Beliefs
Product information
• “Advertising is an usefull source of information”
Social role and image
• “ Advertising sells a lifestyle to the consumers”
Hedonism/Pleasure
• “Likeability of advertising”
Good for the economy
• “Local and global market economy are improved by advertising”
Annoyance/Irritation
• “Ads that bother or irrate you”
Materialism
• Buying goods is the way to happiness”
Falsity/No-Sense
• “Ads mislead the consumers”
Master's Thesis 7

8. Intro
1.6 Interesting but…
... no segmentation between consumers!
Master's Thesis 8

9. Intro
1.7 Ad
Master's Thesis 9

10. Intro
1.8 Model of Sport Participation (Scheeder,
2007)
Master's Thesis 10

11. Intro
1.9 Research question for my Master
Thesis
“What’s the effect of consumer’s
sport participation (or age or gender)
on their attitude toward advertising
through sport?”
Master's Thesis 11

12. 1 2
Intro Metho
3 4
Results Talk
Master's Thesis 12

13. Metho
2.1 Questionnaire
• Validated questionnaire from study of Pyun & James
(2011)
– Based on explorative research:
• Explorative factor analysis : structure of relation between different
variables
• Confirmatory factor analysis: optimizing model
• Structural equation model: relation between constructs of beliefs
and attituds
• Online questionnaire on enquêtemaken.be
• Available from 8/03/2012 until 20/03/2012
Master's Thesis 13

14. Metho
[2.1 Questionnaire]
• All closed-ended questions
• Set-up:
– 2 items about demografic data (gender and age)
– 1 item about active sport participation (h/w)
– 1 item about passive sport participation (h/w)
– 45 items on 7 points Likert-scale measuring concepts of
model
• Analysis with SPSS Statistics 20
Master's Thesis 14

15. Metho
2.2 Segmentation Depending on results
Sports participation
• No sports participation
• Only passive sports participation
• Only active sports participation Attitude toward
• Passive and active sports participation
Ad
Gender
Attitude toward
• Men
• Women advertising
through sport
Age
• 15 – 20 7 beliefs
• 21 – 30
• 31 – 40
• 41 – 50
• 51 – 60
• 60 +
Master's Thesis 15

16. Metho
2.3 Important note
• Definition ‘Advertising through sport’
“Any paid, non-personal message conveyed
through some type of mass communication
channel in relation to all types of sporting events”
Master's Thesis 16

17. 1 2
Intro Metho
3 4
Results Talk
Master's Thesis 17

18. Results
3.1 Sample description
Age
Gender Age
8
17
Women 107
42
Gender
Age
Frequency
47
103
Men 137
27
15 - 20
0 50 100 150 21 - 30
Number 31 - 40
Frequency 41 - 50
51 - 60
60+
244 valid respondents Master's Thesis 18

19. Results
3.2 Intern consistency concepts
Concept Number of items Cronbach’s alfa
(initially)
Belief 1: product information 5 0,859
Belief 2: social role and image 8 0,865
Belief 3: hedonism & pleasure 4 0,814
Belief 4: irritation 3 0,626 0,712
Belief 5: good for the economy 3 0,698 0,768
Belief 6: materialism 5 0,747
Belief 7: falsity 5 0,766
Attitude toward advertising through 9 0,891 0,911
sport
Global attitude toward advertising 3 0,796
Master's Thesis > 0,70 19

20. Results
3.3 Multiple regression analysis
The 7 beliefs
explain 77,0 % of
the variance in
attitude toward
advertising through
sport.
Model R R Square Adjusted R Std. Error of the Durbin - Watson
Square Estimate
2,033
1 ,878a
Master's Thesis ,770 ,764 ,46962 20

21. Results
[3.3 Multiple regression analysis]
Standardized coëfficients
Standardized coëfficients of beliefs
Materialism -0,176
Irritation -0,133
Falsity -0,119
Belief
Product
Information
0,081
Good for the 0,109
economy
Social role 0,117
and Image
Pleasure 0,401
-0,3 -0,2 -0,1 0,0 0,1 0,2 0,3 0,4 0,5
Master's Thesis
Standardized coëfficients 21

22. Results
3.4 Single regression analysis
Attitude toward
advertising throuhg
sport explains
29,5 % of the
variance in attitude
toward the Ad.
Model R R Square Adjusted R Std. Error of the Durbin - Watson
Square Estimate
1 ,543a ,295
Master's Thesis ,292 ,95011 22
1,868

23. Results
3.5 Correlation analysis
Correlations
Passief sporten Actief sporten
Pearson Correlation 1 ,323**
Passief sporten Sig. (2-tailed) ,000
N 244 244
Pearson Correlation ,323** 1
Actief sporten Sig. (2-tailed) ,000
N 244 244
**. Correlation is significant at the 0.01 level (2-tailed).
Correlatie of 0,323 means limited coherence:
positive for the segmentation.
Master's Thesis 23

24. Results
3.6 Segmentation
Statistics
Passive sport Active sport
Valid 244 244
N
Missing 0 0
Mean 4,605 3,876
Median 2,000 3,000
Passive sport participation Active sport participation
(> 2 hours/week) (> 3 hours/week)
Group 1
Group 2 X
Group 3 X
Group 4 X X
Master's Thesis 24

25. Results
[3.6 Segmentation]
Dividing up Cum f.
Group 1 82 33,6 %
Group 2 51 P
Att_sport
54,5 %
Group 3 43 A 72,1 %
Group 4 68 A&P 100 %
0 20 40 60 80 100
Frequency
Master's Thesis 25

26. Results
3.7 Attitude toward advertising through
sport Attitude toward advertising through sport
Group 11(N=82)
Group (N=82) 4,2622
Group 22(N=51)
Group (N=51) 4,5613 P
Group 3 (N=43)
Group 3 (N=43) 4,5436 A
Group 4 (N=68)
Group 4 (N=68) 5,0790 A&P
Average
Average (N=244) 4,6019
0 1 2 3 4 5 6 7
Score
Master's Thesis 26

27. Results
[3.7 Attitude toward advertising through
sport]
ANOVA
Att_adv_sport
Sum of Squares df Mean Square F Sig.
Between Groups 25,174 3 8,391 9,998 ,000
Within Groups 201,430 240 ,839
Total 226,605 243
There are significant differences between the groups.
Master's Thesis 27

28. Results
[3.7 Attitude toward advertising through
sport] Differences
with group 4
Multiple Comparisons
Dependent Variable: Att_adv_sport
Scheffe
(I) Att_sport (J) Att_sport Mean Std. Error Sig. 95% Confidence Interval
Difference (I- Lower Bound Upper Bound
J)
2,00 -,29908 ,16338 ,343 -,7591 ,1609
1,00 3,00 -,28141 ,17249 ,448 -,7671 ,2042
4,00 -,81685* ,15026 ,000 -1,2399 -,3938
1,00 ,29908 ,16338 ,343 -,1609 ,7591
2,00 3,00 ,01767 ,18967 1,000 -,5163 ,5517
4,00 -,51777* ,16970 ,027 -,9956 -,0400
1,00 ,28141 ,17249 ,448 -,2042 ,7671
3,00 2,00 -,01767 ,18967 1,000 -,5517 ,5163
4,00 -,53544* ,17850 ,031 -1,0380 -,0329
1,00 ,81685* ,15026 ,000 ,3938 1,2399
4,00 2,00 ,51777* ,16970 ,027 ,0400 ,9956
3,00 ,53544* ,17850 ,031 ,0329 1,0380
Master's Thesis 28

29. Results
[3.7 Attitude toward advertising through
sport]
Difference with group 4
Group 1 (N=82)
Group 2 (N=51) P
Group 3 (N=43) A
0 0,2 0,4 0,6 0,8 1
Master's Thesis 29
Difference score with group 4

30. Results
3.8 Attitude toward Ad
Attitude toward advertising in general
Group 1 (N=82)
Group 3,8537
Group 2 (N=51)
Group 2 (N=51) 3,9608 P
Group 3 (N=43) 3,7287 A
Group 3 (N=43)
Group 4 (N=68) 4,2206 A&P
Group 4 (N=68)
Average
Average (N=244) 3,9563
0 1 2 3 4 5 6 7
Score
Master's Thesis 30

31. Results
[3.8 Attitude toward Ad]
ANOVA
Att_adv
Sum of Squares df Mean Square F Sig.
Between Groups 7,842 3 2,614 2,078 ,104
Within Groups 301,913 240 1,258
Total 309,756 243
There are no significant differences between the groups.
Master's Thesis 31

32. Results
3.9 Benchmarking attitude – sport vs Ad
Minimum
Benchmarking
Group 1
Group 1 3,8537
Group 1 (N=82) 4,2622
Group 2 3,9608 P
Group 2
Group 2 (N=51) 4,5613
Group 3 3,7287 A
Group 3
Group 3 (N=43) 4,5436
Group 4 4,2206 A&P
Group 4
Group 4 (N=68) 5,0790
Average 3,9563
Average
Average
4,6019
0 1 2 3 4 5 6 7
Score
Master's Thesis Ad Sport
32

33. Results
3.9 Benchmarking attitude – sport vs Ad
Group 1 (N=82) 0,4085
Group 2 (N=51) 0,6005 P
Group 3 (N=43) 0,8149 A
Group 4 (N=68) 0,8584 A&P
Average (N=244) 0,6456
0 0,2 0,4 0,6 0,8 1
Difference
Master's Thesis

34. Results
3.10 Beliefs
• There were many differences between the groups but only on
the 5% significance level for the following beliefs:
– Product Information
– Social role and Image
– Hedonisme/Pleasure
Master's Thesis 34

35. Results
3.10.1 Product Information
Product Information
Group 1 (N=82) 3,4000
Group 3 (N=43) 3,2837 A
Group 4 (N=68) 3,9765 A&P
0 1 2 3 4 5 6 7
Master's Thesis
Score 35

36. Results
3.10.2 Social role and Image
Social role and Image
Group 3 (N=43) 3,2837 A
A&P
Group 4 (N=68) 3,9765
0 1 2 3 4 5 6 7
Master's Thesis
Score 36

37. Results
3.10.3 Hedonism/Pleasure
Hedonism/Pleasure
Group 1 (N=82) 4,1372
Group 4 (N=68) 5,0000 A&P
0 1 2 3 4 5 6 7
Master's Thesis
Score 37

38. Results
3.11 Gender and Age
Limited significant differences between men and women
Men are more convinced then women that advertising
through sport delivers them a certain image/lifestyle.
Limited significant differences between the age groups
50-60 year old people have a less positive attitude toward
advertising through sport then 20-30 year old people and
40-50 year old people.
Master's Thesis 38

39. 1 2
Intro Metho
3 4
Results Talk
Master's Thesis 39

40. Talk
Quick reminder:
“What’s the effect of consumer’s
sport participation (or age or gender)
on their attitude toward advertising
through sport?”
Master's Thesis 40

41. Talk
4.1 General
• The respondents have a positive attitude toward advertising
through sport.
• The respondents have a more positive attitude toward
advertising through sport compared to their attitude toward
Ad.
Master's Thesis 41

42. Talk
[4.1 General]
• Hedonism/Pleasure is the most important belief concerning
attitude toward advertising through sport (= literature).
• Product information is the less important belief concerning
attitude toward advertising through sport (= literature).
• Advertisers through sport may not focus on the specific
buying aspect (= materialsm).
Master's Thesis 42

43. Talk
4.2 Segmentation – Targeting - Positioning
Variable Groups Gender Age
Materialism
Falsity
Product Information G1  G4
G3  G4
Good for the economy
Social role and Image G3  G4 Women  Men
Pleasure G1  G4
Attitude toward G1  G4 51-60y  21-30y
advertising through G2  G4 51-60y  41-50y
sport G3  G4
Attitude toward Ad
Master's Thesis 43

44. Talk
[4.2 Segmentation – Targeting - Positioning]
• When you want to target the A+P group with advertising
through sport then you have to focus on Product Information,
Social role & Image and Pleasure.
• When you want to target men with advertising through sport
then you have to focus on Social role and Image.
• [When you want to target people of 50-60 years then you
can’t focus on advertising through sport.]
Master's Thesis 44

45. Talk
4.3 Limitations
• Sample
• Understanding concept ‘Advertising through sport’
Master's Thesis 45

46. Talk
4.4 Further research
Practical implications for Role of different actors
Other segmentation of
advertisers through in advertising through
respondents
sport sport
• Effect of different • Motivation for sport • Federations
advertising formats participation • Individual athletes
• Develop specific • Geografic • State
advertisements that • Psychografic • Sports organisations
focus on different • Demografic •…
beliefs
•…
•…
Master's Thesis 46

47. Blondeel Pieterjan
Bachelor’s Degree Sports Management @ KHBO
Master’s Degree Communications Management @ University of Ghent
More info:
47