The Communicative Effectiveness of Branding at Sports Press Conferences

Abstract

This scientific work studies brand placement in the press conferences of soccer coaches and evaluates their communicative effectiveness through the measurement of their cognitive and affective effects on the viewers. In this research, we established the following objectives: (1) to examine the characteristics of the practice of brand placement in football press conferences: the diffusion times of brands, space occupied on the screen, and categories of brands placed; (2) to evaluate the behaviour of the human eye when viewing press conferences, in terms of continuous movements (saccades) and fixations (fixations) on brands; (3) to gauge the spontaneous and assisted recall of brands by subjects; (4) to verify the correlation between the persistence of visual fixations and recall/recognition; (5) to investigate the changes in subjects’ attitudes towards brands viewed in the experimental context. An exploratory observation was made that enabled a more in-depth knowledge and implementation of brand placement at sports conferences. For the experimental observation, a 2 × 2 factorial design of independent groups with total randomization was defined in order to perceive the influence of the variables “time” and “quantity” on the communicative effectiveness of the placed tags. In order to collect the data, a combination of several tested and validated tools was used, namely the screen division grid in surface units, as advocated by Bravo (1995); the technology of eye-tracking as an instrument for the recognition of the ocular movements of subjects in the observation space; surveys tested for cognitive gauging; and a semantic differential scale to assess attitudes toward the brand. The results indicate that the subjects recall in a spontaneous and suggested way the brands placed at the press conferences and develop positive attitudes about them. The recall is influenced by the diffusion time of the stimulus, and above all, the type of placement on the screen is decisive. It was not found that the brands to which subjects develop more positive attitudes were the most remembered. Finally, the face of the soccer coach is the main focus of attention of the subjects, and the areas surrounding this interlocutor are the ones that arouse the most interest in terms of the placement of brands.