Pregled bibliografske jedinice broj: 538861
Promotion as a type of communication in sports marketing
Promotion as a type of communication in sports marketing // Integrative power of kinesiology / Milanović, Dragan ; Sporiš, Goran (ur.).
Zagreb: Kineziološki fakultet Sveučilišta u Zagrebu, 2011. str. 597-600 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 538861 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Promotion as a type of communication in sports marketing
Autori
Omrčen, Darija ; Bartoluci, Mato
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
Integrative power of kinesiology
/ Milanović, Dragan ; Sporiš, Goran - Zagreb : Kineziološki fakultet Sveučilišta u Zagrebu, 2011, 597-600
ISBN
978-953-317-013-8
Skup
6th International Scientific Conference on Kinesiology
Mjesto i datum
Opatija, Hrvatska, 08.09.2011. - 11.09.2011
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
language; advertisement; message; athlete; text; sports marketing
Sažetak
The aim of the analysis was to identify how well the subjects, 80 third-year students with the Faculty of Kinesiology (University of Zagreb, Croatia) understood the messages of four advertisements. Their guesses about who the athletes in advertisements were as well as their understanding of the messages of advertisements can be regarded as satisfactory. Gender showed to have some impact both on recognising the athlete and on understanding the messages of advertisements only in the case of two advertisements. The students who actively participated in individual sports were better in recognising the athlete in one advertisement (the athlete whose image was in this advertisement also participated in an individual sporting activity) than those who actively participated in team sports. The number of years of learning English did not have any relevance for understanding the text of the messages written in the English language. Neither gender nor sport category participation proved to be relevant as regards whether the subjects did or did not surf the Internet or as regards the language in which the web sites that they visited were written.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
POVEZANOST RADA
Projekti:
034-0672288-2606 - Koncepcija razvoja sportskog i nautičkog turizma u Hrvatskoj (Bartoluci, Mato, MZOS ) ( CroRIS)
Ustanove:
Kineziološki fakultet, Zagreb