태권도 대회 스폰서십의 광고노출효과 분석 (Advertisement Exposure Effect Analysis of Taekwondo Competition Sponsorship)

서지정보

· 발행기관 : 한국사회체육학회
· 수록지 정보 : 한국사회체육학회지 / 52호 / 349 ~ 359페이지
· 저자명 : 양걸, 전익기

초록

The purpose of this research is to provide practical data on the effects of participation in sponsorship of a Taekwondo competition by analyzing advertisement exposure effects of “2010 KTA King of Breaking Competition,” and to come up with a plan of growth for Taekwondo competitions based on the findings.
The survey participant of this research was broadcast on KBSN SPORTS on September 5th, 2010. From the findings of the present research carried out according to the research objective, the following conclusions were drawn.
First, ad exposure frequency and ad exposure time of the sponsorship for the Taekwondo Competition of ads were as follows: Junggwanjang(472 times, 3163.12 seconds), Deado(1 times, 5.98 seconds), Pocarisweat(1 times, 4.89 seconds), Gumi-si(105 times, 769.3 seconds), Korea Gas Corporation(30 times, 344.42 seconds), NIKE(28 times, 272.55 seconds), Korea Sports Promotion Foundation(1 times, 13.8 seconds). The total exposure frequency was found to be 638 and the total exposure time 4574.06 seconds.
Second, the total audience rating of the Taekwondo Competition was found to be 0.27%, the total audience number to be 26,744. The unit cost of advertising was 800,000 won per 15 seconds at the KBSN SPORTS broadcaster, from which the unit cost of advertising per second for the Taekwondo Competition was found to be 53,333 won per second.
Third, the sponsorship participation effects for the Taekwondo Competition according to CBC calculation system was found to be 240,558,156 won + α.

영어초록

The purpose of this research is to provide practical data on the effects of participation in sponsorship of a Taekwondo competition by analyzing advertisement exposure effects of “2010 KTA King of Breaking Competition,” and to come up with a plan of growth for Taekwondo competitions based on the findings.
The survey participant of this research was broadcast on KBSN SPORTS on September 5th, 2010. From the findings of the present research carried out according to the research objective, the following conclusions were drawn.
First, ad exposure frequency and ad exposure time of the sponsorship for the Taekwondo Competition of ads were as follows: Junggwanjang(472 times, 3163.12 seconds), Deado(1 times, 5.98 seconds), Pocarisweat(1 times, 4.89 seconds), Gumi-si(105 times, 769.3 seconds), Korea Gas Corporation(30 times, 344.42 seconds), NIKE(28 times, 272.55 seconds), Korea Sports Promotion Foundation(1 times, 13.8 seconds). The total exposure frequency was found to be 638 and the total exposure time 4574.06 seconds.
Second, the total audience rating of the Taekwondo Competition was found to be 0.27%, the total audience number to be 26,744. The unit cost of advertising was 800,000 won per 15 seconds at the KBSN SPORTS broadcaster, from which the unit cost of advertising per second for the Taekwondo Competition was found to be 53,333 won per second.
Third, the sponsorship participation effects for the Taekwondo Competition according to CBC calculation system was found to be 240,558,156 won + α.

참고자료

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