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电视节目赞助的匹配性研究
The Study of Fit in Television Sponsorship
【作者】 彭浩；
【导师】 陈先红；
【作者基本信息】 华中科技大学 ， 传播学， 2007， 硕士
【副题名】以蒙牛赞助的“超级女声”为例
【摘要】 如今电视节目赞助是一个越来越热门的话题,随着蒙牛乳业赞助的娱乐电视节目“超级女声”取得了惊人的营销效果之后,现在电视节目赞助越来越多的受到广告主的青睐,许多企业开始选择电视节目进行赞助,来配合其整合营销策略。但不是所有的电视节目赞助都能取得预期的效果的,前学者认为电视节目赞助中的匹配度是影响赞助效果的重要因素之一。本文的研究目的在于探讨电视节目赞助中的匹配度对赞助效果的影响。电视节目赞助中的匹配度作为自变量,用观众对匹配度的评价作为其量化值,三个因变量分别是赞助商态度、品牌态度和购买意向,用来测量电视节目的赞助效果,本次研究使用量表来测量匹配度的量化值和赞助效果,通过交互分类分析,得出匹配度和赞助效果的相关系数,来验证自变量和因变量之间的相关性。选取华中科技大学的在校学生作为调查对象,通过随机抽样,派发问卷120分,回收有效问卷106份,本次研究发现:(1)电视节目赞助中的匹配度与观众对赞助商的态度是正相关的,匹配度越高,观众对赞助商的态度越好;(2)电视节目赞助中的匹配度与观众对品牌的态度是正相关的,匹配度越高,品牌态度越好;(3)电视节目赞助中的匹配度与购买愿望是正相关的,匹配度越高,购买愿望越强。这些结论对寻求电视节目进行赞助的企业主是有一定的借鉴意义的。
【Abstract】 Television sponsorship is very popular in nowadays, as the amazing effects of“supper girl”sponsorship, more and more companies chose TV sponsorship as a way of their integrated marketing. But not all of the TV sponsorship get the same effects, the experts before said that the fit between the sponsors and the TV programme is an important factor to the sponsor’s effects.The objective of this study was to evaluate the effects of fit between the sponsors and the progranmme in television sponsorship. The fit acted as the independent variable. Three dependent variable, attitude toward the sponsor, attitude toward the brand and purchase intention, were used to measure the effects of the sponsorship. Scales were chase in this study to measure the fit and effective of television sponsorship. Though correlation analyze, analyze the correlated coefficient between the independent variable and dependent variables.106 effective questionnaires were collected randomly in HUST, results indicted that: (1) the fit of TV sponsorship is in positive connected to the audience’s attitude to the sponsor, the audience have a much positive attitude to the sponsor as the fit get stronger; (2) the fit of TV sponsorship is in positive connected to the brand attitude, the audience have a much positive brand attitude as the fit get stronger; (3) the fit of TV sponsorship is in positive connected to the purchase intention, the audience have a stronger purchase intention as the fit get stronger. These finding are discussed and implication to the sponsors who want to chose TV programmes as their object.