| Summary: | 碩士 === 國立新竹教育大學 === 體育學系碩士班 === 101 === The purpose of this study was to investigate the advertising effectiveness of event identity system, taking 2013 National High School the Athletic Gamesin Yilan for example. The questionnaire of “assessment scale of advertising effectiveness on event identity system” was developed based upon literature review of theory of evaluation of advertising effects. A total of 400 questionnaires were distributed, and 392 were received and valid. Several statistic techniques were used, including descriptive statistics, reliability analysis, factor analysis, independent sample t-test, and ANOVA. SPSS version 17.0 statistical software package was used for data analysis,
Several important results were illustrated. First, 85.7% respondents mentioned they were aware of the spokesperson, which was ranked the highest among all elements of event identity system. However, only 26% people who have never heard or seen the event slogan, which ranked the lowest. Second, spokesperson scored highest whereas the color and font of the name obtained the lowest score in the area of advertising attitude. Third, spokesperson also ranked the highest in brand attitude. This indicated spokesperson had a positively impact upon quality of the sport event. Fourth, the results represent that spokesperson and mascot influenceit the most highly whereas the name of the event influenced it the lowestin watching intention. This study showed thatthe presentationof thesport event name, including its font and color, has not affected the watching intention of respondents.Fifth, the advertising and brand attitude of spokesperson can express the desire to watch sports events the most. It showed that advertising effect of spokespersoninfluences the watching intention the most.
This study also provided several suggestions. First, the visibility and image of spokesperson effectively enhance marketing effectiveness for the event, therefore, how to exploitits endorsement affectswas the important task. Second, the results showed that moreefforts were needed to improve thevalue and brand positioning of this sport event. It suggested that sport event organizer should take a deep look of philosophy and vision of the event in order to improve its recognition.In addition,this study also provided several suggestions for practice and future research.
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