프로축구 타이틀 스폰서 기업의 브랜드 노출 가치 평가 연구

초록

The purpose of this study was that we made an estimate of the abilities of brand exposure and brand value of sponsor in TV through analyzing the brand exposure of “Samsung Hauzen" in mess media which were title sponsors of Pro-football in KBS1-TV Sports News at 9. And we offered some materials as the basis of picking up sponsor and sponsor group. To accomplish our purpose, we analysed reporting on Pro-footballl and hold in the name of “Samsung Houzen K-League 2004” which were broadcasted in KBS1-TV Sports News at 9 from Aug, 29. 2004 to Nec. 12. So we measured brand exposure time of sponsor's title. For the analysis of TV exposure we used TV exposure analysis program(Kim, C.H., 2004) and monitored the brand of title sponsor during the investigating times. All results of these was imput and analysed. The result was as following. First, as a result of analysing the brand exposure of “Samsung Hauzen" was total 678.1 seconds, In particular, the importance of A-board advertisement turned to be the most highest effect of exposure brand on Pro-football was totally 449.5 seconds. Second, as the consequence of survey on the frequency of Pro-football sent out on the air total 257 times, average 2.4 times per day, Third, during these times we also analysed also brand exposure value of sponsor. The result showed that “Samsung Hauzen" could get ￦366,527,160 exposure value with exposing total 678.1 seconds in KBS1-TV sports news at 9.