伏擊行銷與運動贊助之廣告效果研究—以雅典奧運期間台灣的電視媒體為例

A Research On The Advertising Effect By Ambush Marketing & Sports Sponsorship—Based On The Television Media In Taiwan During The Athens Olympic Games As Example—

蘇麗婷(Li-Ting Su)

指導教授 ： 王宗吉

國立臺灣師範大學/運動與休閒學院/體育學系/碩士(2004年)

摘要

本研究目的將從消費者對運動贊助廣告與伏擊行銷廣告的態度為出發點，探討2004年雅典奧林匹克運動會期間，未經中華奧委會與中華棒球協會授權，而採取享有與官方贊助商相同媒體曝光的伏擊行銷廣告，與官方贊助廣告之廣告效果是否有所差異，除此之外，並進一步探討兩種廣告類型之廣告效果是否會受消費者的不同贊助認知程度、伏擊行銷辨識程度、知覺態度的干擾，而有所差異存在。期盼對於官方贊助與伏擊行銷現象的研究，能實現整合以及瞭解目前運動與企業之間對贊助所質疑的關鍵議題，同時也對於伏擊行銷現象的分析提供一個具時代意義的觀點，讓運動與媒體以及未來的潛在贊助商得以在結盟的關係下永續經營。本研究將採用問卷調查法對271位大學生進行影片欣賞後進行問卷調查，所得結果將依目的分別採用因素分析、t檢定、混合設計三因子變異數分析、LSD事後比較等統計方法進行資料處理，研究結果發現如下：
一、伏擊行銷廣告效果顯著的(p＜.05)優於官方贊助廣告效果（廣告回憶、廣告態度、購買意願）。
二、在認知程度、辨識程度、知覺態度的干擾方面，認知程度、辨識程度、知覺態度對兩種類型廣告效果無顯著的干擾效果(p＞.05)。高、低認知程度兩組其伏擊行銷廣告效果皆顯著優於官方贊助廣告效果(p＜.05)；中、低辨識程度時，伏擊行銷廣告效果優於官方贊助；高辨識程度時，官方贊助廣告效果則優於伏擊行銷廣告；正、負向知覺態度兩組其伏擊行銷廣告效果皆顯著優於官方贊助廣告效果(p＜.05)。
三、在不同人口統計變項之干擾方面，受試者的性別、年級對兩種類型廣告效果達顯著的干擾效果(p＜.05)。
伏擊行銷策略施行的種類繁多，針對未來研究建議採用不同伏擊種類與多元的消費大眾進行相關研究；消費者沒有一個充足的理由去關心伏擊現象，未來應正視伏擊行銷商標盜用與法律相關議題，並透過教育觀眾及自身強調、凸顯贊助商之身份來減少伏擊現象。

關鍵字

伏擊行銷廣告 ； 運動贊助廣告 ； 廣告效果

並列摘要

The purpose of this research is based on the attitude of consumers on sports sponsorship advertising and ambush marketing advertising as the starting point to explore whether there is difference in the advertising effect between ambush marketing advertising with media exposure similar to official sponsorship but without the authorization from the Chinese Taipei Olympic Committee and Chinese Taipei Baseball Association and official sponsorship advertising during the Athens Olympic Games in 2004. Apart from this, further exploration is conducted on the advertising effect of these two types of advertisement whether there is difference due to different sponsorship knowledge degree of consumers, ambush marketing recognition and interruption of perception attitude. It is hoped that the research on the official sponsorship and ambush marketing phenomenon can materialize the integration and understanding on the key issues of doubts on the sponsorship between sports and enterprise at present. At the same time, a viewpoint that possesses the meaning of time can be provided based on the analysis of the ambush marketing phenomenon so that sports and media and future sponsors can conduct sustainable operation under the alliance relationship.
This research will adopt questionnaire research method on 271 university students to conduct questionnaire research after watching the movie. For the result obtained, information processing will be conducted through statistical methods including factor analysis, t test, three-way ANOVA and LSD post comparison etc. and the result findings are as follows:

1. The ambush marketing advertising effect is significantly superior (p＜.05) to the official sponsorship advertising effect (recall advertisement, attitude toward the advertising, intention to purchase the brand)
2. In respect of knowledge degree, recognition and perceptions attitude interruption, there is no significant interruption effect on the knowledge degree, recognition and perception attitudes by these two types of advertising effect (p＞.05). The ambush marketing advertising effect of the two groups of high and low knowledge degree is superior than the official sponsorship advertising effect (p＜.05). During the medium and low recognition, the ambush marketing advertising effect is superior to the official sponsorship. During high recognition, the official sponsorship advertising effect is superior to the ambush marketing advertising. Its ambush marketing advertising effect of the two groups of positive and negative perceptions attitude are all superior to the official sponsorship advertising effect (p＜.05).
3. In respect of the interruption of population statistical variable, the effect of
these two types of advertisement on sex and year can reach a significant
interruption effect (p＜.05).
Due to tactics of ambush marketing are various in style, we suggest that adopts different ways of ambush marketing and a great diversity of consumption masses in the further study. Since consumers do not have sufficient reasons to care about the phenomenon of ambush effect, we should face up not only the issues about trademark to usurp but also the topic of correlating with law making in the future. Educating audiences and emphasizing oneself and the identities of sponsor’s status might be a good way to reduce the effect of ambush, too.

並列關鍵字

Ambush Marketing Advertising ； Sports Sponsorship Advertising ； Advertising Effect

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