engleski

Promotion as a type of communication in sports marketing

The aim of the analysis was to identify how well the subjects, 80 third-year students with the Faculty of Kinesiology (University of Zagreb, Croatia) understood the messages of four advertisements. Their guesses about who the athletes in advertisements were as well as their understanding of the messages of advertisements can be regarded as satisfactory. Gender showed to have some impact both on recognising the athlete and on understanding the messages of advertisements only in the case of two advertisements. The students who actively participated in individual sports were better in recognising the athlete in one advertisement (the athlete whose image was in this advertisement also participated in an individual sporting activity) than those who actively participated in team sports. The number of years of learning English did not have any relevance for understanding the text of the messages written in the English language. Neither gender nor sport category participation proved to be relevant as regards whether the subjects did or did not surf the Internet or as regards the language in which the web sites that they visited were written.

language; advertisement; message; athlete; text; sports marketing

nije evidentirano