Sander, Matthias; Altobelli, Claudia Fantapié - In: International Journal of Sports Marketing and Sponsorship 12 (2011) 3, pp. 28-42
This paper examines the effects of virtual advertising in a sports broadcast setting. We analyse the conspicuousness of virtual advertising and match the results with explanatory variables like brand awareness, duration of exposure and frequency of exposure. Furthermore, we measure the role of...