search query: @author Menon, A. / total: 13
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| Author: | Burnett, J. Menon, A. Smart, D. |
| Title: | Sports marketing: a new ball game with new rules |
| Journal: | Journal of Advertising Research
1993 : SEP-OCT, VOL. 33:5, p. 21-35 |
| Index terms: | MARKETING ADVERTISING RESEARCH GAMES |
| Language: | eng |
| Abstract: | Two primary research questions are addressed in this study. First, the authors wish to determine if sports enthusiasts and sports participants differ in respect to socioeconomic characteristics. Second, they wish to determine if sports enthusiasts and sports participants differ in respect to media habits and attitudes toward advertising. The answers to these questions provide important insights for advertisers wishing to target the sports segment. In general, participants have a larger proportion of males, are better educated, work more in the white-collar and grey-collar occupations, have more minorities, and are younger. |
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