한국 여자프로 골프대회 방송의 상표인식도 분석

This study analyzes advertisement effects of tournaments and players through golf game among the marketing activities through sponsorship on golf tournaments as a PR method of the businesses, and examines the effects of actual exposure of advertisements by grasping the recognition level of advertisements in order to provide basic data to understand associated relationship that can be lead to actual purchase, and to suggest strategy that is applicable for marketing measure for the businesses and foundation data for golf sponsorship strategy. Matrox RT. X10 Suite was used to analyze title sponsor and the participated players who have finished the game within the top 7 ranks and Adobe Premiere pro 1.5 was used to analyze exposure time of usage by targeting three tournaments of major tour sponsored by Korea Ladies Professional Association and broadcasted on J Golf channel, and the last day game of three tournaments of minor tour. In order to analyze recognition level of brands, a questionnaire, which was adjusted and complemented from the questionnaire of the study about advertisement effect according to the exposure condition and repetition numbers of Park, Eun A(2005), was used targeting 116 of people who are not so familiar with golf and 156 people who are very much familiar with golf from D Gwanyeoksi and K Do. The results are followed as below. First, a advertisement strategy through gold tournaments and players is more effective when targeting men in ages of 20 to 25 income but high educational background of high school or under who are watching TV more than 3 hours per day. In recognition level of brands, men showed higher recognition level of brands than women, however after watching the golf broadcasting, the gender was not relative. In terms of age, the groups of age from 20 to 25 and age from 46 more than high income of 6 million won who watch TV more than 3 hours per day are shown to have the highest level. Second, effects of sponsorship through gold games are high to people who are familiar with golf. As a result of analyzing recognition level of brands that are related with golf, people who never played golf before have no change in recognition level, but those who played golf less than 6 months showed higher recognition level after watching the golf game. Therefore a sports sponsorship through golf tournaments is a motion of marketing using sports, and it can be an important means of policy and strategy for marketing communication of businesses of the present days. Moreover, through an analysis on exposure effect of actual advertisements of businesses who are sponsoring and recognition level of watchers, an active application can be drawn our for marketing strategy of businesses.