Discover if on car advertising in Formula One is an effective form of promotion for sponsors
Cardiff Metropolitan University
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The principle aim for which the research project was undertaken was to discover if on car advertising in Formula One was an effective form of promotion for the sponsors. The scope of the project could have allowed an investigation to be carried out in regards to overall advertising, where the researcher could have investigated topics such as TV and media advertising or circuit and clothing advertising via the team clothing and drivers overalls. The researcher was able to come to a conclusion regarding the aim and objectives using both primary and secondary research. The study's objectives are stated below. 1) Critically review the relevant literature in relation to the promotion and advertising techniques in Formula One and to identify the limitations of advertising with regards to rules and regulations and how it has changed over time. 2) Using primary data collection discover to what extent viewers of the motorsport of Formula One are aware of the use of on car advertising. 3) Through primary research investigate how effective the use of on car advertising is for brand awareness. 4) Come to some conclusion on the effectiveness of on car adverts as a tool for brand awareness and the promotion of sponsors. The organisation of the study saw the researcher address current literature around the topic areas, which lead to the construction of the questionnaire to gather primary data. The investigation followed the method that after consulting the pros and cons of both data collection processes, of quantitative and qualitative methods, a quantitative collection was undertaken through primary research. The method led the researcher to compile a questionnaire which was distributed through the use of Formula One forums via the internet. The findings of the research were displayed through bar graphs once the data had been inputted into a spreadsheet. Each graph displayed data relevant to the aim of the study. Correlations between data have assisted the study in providing results which allowed the researcher to make a final conclusion. The project concluded that the effectiveness of on car advertising is in fact an effective use of promotion for its sponsors and can be a worthwhile investment for the sponsors.
BA (Hons) Events Management
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