@inbook{497263012b774410b3441d2ad642627d,
title = "Effective Advertising Decisions in Television Sports Programs",
abstract = "This study examines the compatibility of televised sports programs and integrated advertising based on audience attention, attitude toward commercials, and awareness of sponsorships. A 2003 national survey suggests that sports fans tend to be more susceptible toward the marketing messages than non-fans watching either continuous or discontinuous sports.",
keywords = "Advertising Effectiveness, Advertising Message, Consumer Research, Persuasion Knowledge, Sport Program",
author = "Xie, \{Guang Xin\} and Atay, \{Eda G.\} and Kahle, \{Lynn R.\} and Karen Ring",
note = "Publisher Copyright: {\textcopyright} 2015, Academy of Marketing Science.",
year = "2015",
doi = "10.1007/978-3-319-11806-2\_122",
language = "English",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature",
pages = "290--294",
booktitle = "Developments in Marketing Science",
}