신문노출 분석을 통한 스폰서 기업의 브랜드 및 프로농구단 가치평가 연구

Abstract

The purpose of this study was that we made an estimate of the abilities of brand exposure and brand value of sponsor in newspaper through analysing the brand exposure for evaluation of value of pro-basketball team. To accomplish our purpose, Newspaper exposure analysis method by classified Club and Newspaper, investigation target, limited by Pro-basketball article which was printed in sports page of 4 sports dailies and 10 synthesis dailies from March, 2 2001 to March, 20. For the analysis of newspaper exposure we used media exposure analysis program(BOS1) and monitored the brand of company 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 'Anycall'(title sponsor brand) in pictures was total 183 times(12.1%) and 2,790cm square measure and company sponsor brand exposure value was 242,608,696(won). In particular, the importance of best team advertisement value was 'SBS' Pro-basketball team which involved 'FILA', 'Teayoung' company sponsors brand and total value of team was 48,000,000(won) during the research period. Secondly, the relative value of Pro-basketball was available quantification. Relative value of classified by Pro-basketball Clubs could do quantification by brand image index which this research have defined. Also, according to interrelation analysis of numerical value which was derived in indexes production formula, we could explain that as newspaper exposure index was high, value was high. Third, newspaper exposure analysis appeared high as a pro-basketball team result was high This fact was proving what newspaper exposure analysis were high among position Baskeball teams which percentage of victories was high. This case that this index which we decided by sporting newspaper report's report frequency and area was receiving big effect in team results agrees with general customs.