CEGUERA AL PATROCINADOR: APLICACIÓN A CARTELES DE EVENTOS DEPORTIVOS
Advertising posters in sports sponsorship are versatile marketing tools with significant media impact and high visibility. However, the academic literature on the impact of advertising posters in this field is scarce. The purpose of this research is to measure the spontaneous recall of and attention toward business brands sponsoring sports events while assessing their location and congruence level. The sample was segmented according to gender. The experiment involved 12 stimuli related to three sporting disciplines corroborating the issue of media blindness with respect to advertising posters. Consistent with the placement theory, we found that the position of the sponsoring brand affecte…