This study delves into Americas fastest growing sport, NASCAR and looks beyond the entity itself to one of its most illustrious facilities, Texas Motor Speedway. The speedway relies heavily on its sponsorships to help subsidize the cost of hosting a NASCAR race weekend which is considered to be the equivalent of hosting a NFL Super Bowl.
In order to attract the thousands of ticket buyers to each event, Texas Motor Speedway relies on advertising to promote the events and its sponsors. Each event reflects the exclusive sponsor of the NASCAR event and thus is utilized in print advertising.
This research explores the ramifications of incorporating multiple sponsors into one print advertisement and evaluates the impact on recall and recognition of the ads message, congruence/incongruence of the sponsors and Texas Motor Speedway as well as whether this leads to a behavioral intent to purchase tickets.
| Identifer | oai:union.ndltd.org:TCU/oai:etd.tcu.edu:etd-04262007-094414 |
| Date | 26 April 2007 |
| Creators | Stallcup, Ellen |
| Contributors | Doug Newsome |
| Publisher | Texas Christian University |
| Source Sets | Texas Christian University |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf, application/msword |
| Source | http://etd.tcu.edu/etdfiles/available/etd-04262007-094414/ |
| Rights | unrestricted, I hereby certify that, if appropriate, I have obtained and attached hereto a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to TCU or its agents the non-exclusive license to archive and make accessible, under the conditions specified below, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
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