Phung Minh Tuan ( 馮明俊 )ID: A0008225

Email: phungminhtuan0308@gmail.com

Outcome of a soccer match and advertising effectiveness

Contents

• Purpose of idea• Outcome of soccer match• Emotion of audiences • A conceptual Framework

Purpose of idea

• What is the result of the soccer match to make increasing amountsof audiences to watch advertising after match ending?

• How the marketers can understands audience emotions influence their advertising?

Literature review

• Excitation-transfer theory• Emotions in consumer behavior

Results of soccer match

Following of FIFA soccer law:• Win/lose• Drawn

A conceptual framework

Research Methodology

• Dependent variable:Advertising measure by amount of audiences • Independent variable: result of match- Lose/Win- Draw• Moderating variable:- Positive emotion- Negative emotion

Research design

• Sample 1: collect data at coffee shop where Vietnamese watch football on TV

- Emotions were rated on a five-point Likert scale ranging from

- I feel this emotion not at all (1) - I feel this emotion very strongly (5).

Research design

• Sample 2: Observer 25 football matches on TV, collect viewers after finish game.

• 6 matches with draw outcome• 8 matches with home outcome• 11 matches with away outcome

Draw

Home

Away

Home + Away

Results of Observation