Social and Behavioral Sciences Commons^™

$750 Million Of Neutral News Coverage: A Content Analysis Of Nextel's Media Exposure Before And After Becoming Nascar's Primary Corporate Sponsor., Joshua Tod Watson

Electronic Theses and Dissertations

This study examined the exposure of the Nextel brand name in major U.S. newspapers 1 year before and after Nextel became the primary sponsor of the North American Stock Car Association of Racing. A content analysis of 576 newspaper articles was performed. The hypotheses tested the quantity and quality of Nextel's coverage, as well where the stories were appearing and where the brand was being used in the stories.

The study found the number of Nextel mentions in year two was almost 4 times as many as year one. The data reveal a dramatic increase in cases found in sports …

Product Placement During The Family-Viewing Hour., Harry C. Arnold

Electronic Theses and Dissertations

The so-called family-viewing hour, the eight to nine o’clock hour of prime time, is one of the most watched hours of television by both adults and children. Advertisers, of course, favor shows that draw large audiences so their product presentations or commercials are witnessed by masses of people. Now, because of videocassette recorders and other similar control devices, viewers are eliminating commercials from their viewing experience¹ and advertisers are clamoring for new ways to get their products into the mind of the consumer.² To counteract this commercial avoidance by consumers, advertisers are embedding products within television programming thereby …