A content analysis of television consumer advertising during the 1996 and 1997 NCAA final four basketball tournaments
Gespeichert in:
| Deutscher übersetzter Titel: | Eine Inhaltsanalyse der Fernsehwerbung waehrend der letzten vier NCAA Basketball-Turniere von 1996 und 1997 |
|---|---|
| Autor: | Wyatt, Toni J.; McCullough, Leah; Wolgemuth, Wade |
| Erschienen in: | Sport marketing quarterly |
| Veröffentlicht: | 7 (1998), 3, S. 47-54, Lit. |
| Format: | Literatur (SPOLIT) |
| Publikationstyp: | Zeitschriftenartikel |
| Medienart: | Gedruckte Ressource |
| Sprache: | Englisch |
| ISSN: | 1061-6934, 1557-2528 |
| Schlagworte: | |
| Online Zugang: | |
| Erfassungsnummer: | PU199901306623 |
| Quelle: | BISp |
| id |
PU199901306623 |
|---|---|
| bisp-collection |
db |
| format |
Literatur |
| last_indexed |
2004-06-15T19:17:27Z |
| first_indexed |
2001-07-24T13:45:04Z |
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BISp |
| subformat |
Zeitschriftenartikel |
| hierarchy_top_id |
JO00000001377 |
| hierarchy_parent_id |
JOI199800030001377 |
| hierarchy_top_title |
Sport marketing quarterly |
| hierarchy_parent_title |
Sport marketing quarterly, 1998, 3 |
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PU199901306623 |
| is_hierarchy_title |
A content analysis of television consumer advertising during the 1996 and 1997 NCAA final four basketball tournaments |
| hierarchy_sequence |
0047 |
| recordtype |
bisparticle |
| publishDate |
1998 |
| publishDate_facet |
1998 |
| language |
eng |
| title |
A content analysis of television consumer advertising during the 1996 and 1997 NCAA final four basketball tournaments |
| spellingShingle |
A content analysis of television consumer advertising during the 1996 and 1997 NCAA final four basketball tournaments Basketballspiel Fernsehen Frau Geschlechterforschung Inhaltsanalyse Marketing Medienforschung NCAA Sportveranstaltung Sportökonomie USA Werbung |
| title_sort |
a content analysis of television consumer advertising during the 1996 and 1997 ncaa final four basketball tournaments |
| title_short |
A content analysis of television consumer advertising during the 1996 and 1997 NCAA final four basketball tournaments |
| title_alt |
Eine Inhaltsanalyse der Fernsehwerbung waehrend der letzten vier NCAA Basketball-Turniere von 1996 und 1997 |
| title_alt_lang |
deu |
| media_type |
Gedruckte Ressource |
| city |
Morgantown (West Virg.) |
| abstract |
Marketing to the female consumer through the athletic medium has become a valuable tool for sports marketers. Demographic research has revealed that women make up a significant percentage of spectators at sporting events. Based on this information, a content analysis of televison commercial advertisements aired during the 1996 and 1997 men's and women's NCAA Final Four basketball games was conducted. Basketball is one of the fastest growing sports for women. In 1996 the analysis of the 426 commercial advertisements revealed that products endorsed during the men's games differed significantly in six of the nine product categories from those endorsed during the women's games. In 1997 the analysis of 412 commercials contradicted these findings by showing a significance difference in only one of the nine product categories. This finding indicates that sport marketers are attempting to address the needs and expectatiosn of the women's market and possibly closed the gap in advertising differences between 1996 and 1997. In terms of spokesperson or primary figure, commercials aired during the women's games featured atheltes at a significantly higher rate than did commercials that aired during the men's games during both the 1996 and 1997 Final Fours. This finding indicates an attempt by marketers to continue to show athletes, both male and female, in advertising. Verf.-Referat |
| abstract_lang |
eng |
| abstract_type |
author |
| author2 |
Wyatt, Toni J. McCullough, Leah Wolgemuth, Wade |
| author_facet |
Wyatt, Toni J. McCullough, Leah Wolgemuth, Wade |
| author2-role |
Autor Autor Autor |
| author2-authorityid |
|
| author_author_facet |
Wyatt, Toni J. McCullough, Leah Wolgemuth, Wade |
| author2-synonym |
|
| author2_hierarchy_facet |
0/Autor/ 1/Autor/Wyatt, Toni J./ 0/Autor/ 1/Autor/McCullough, Leah/ 0/Autor/ 1/Autor/Wolgemuth, Wade/ |
| issn |
1061-6934 1557-2528 |
| spelling |
1061-6934 1557-2528 1180282-0 Basketballspiel Fernsehen Frau Geschlechterforschung Inhaltsanalyse Marketing Medienforschung NCAA Sportveranstaltung Sportökonomie USA Werbung advertising basketball content analysis gender research marketing media research NCAA sport economy sport meeting television USA woman Fernsehprogramm Kabelfernsehen Sportwerbung Promoting Veranstaltung Sportereignis Kapital Markt Ökonomie Wirtschaftswissenschaft Basketball Basketballspieler Centerspieler Korb Sprungball Center Merchandising Vermarktung Verkauf Diskriminierung, geschlechtliche Frauengymnastik Frauentraining Hausfrau sport event economy of sport National Collegiate Athletic Association A content analysis of television consumer advertising during the 1996 and 1997 NCAA final four basketball tournaments PU199901306623 199901306623 |
| zdb |
1180282-0 |
| location_hierarchy_facet |
0/USA/ 1/USA/West Virginia/ |
| topic |
Basketballspiel Fernsehen Frau Geschlechterforschung Inhaltsanalyse Marketing Medienforschung NCAA Sportveranstaltung Sportökonomie USA Werbung |
| topic_facet |
Basketballspiel Fernsehen Frau Geschlechterforschung Inhaltsanalyse Marketing Medienforschung NCAA Sportveranstaltung Sportökonomie USA Werbung |
| topic_en |
advertising basketball content analysis gender research marketing media research NCAA sport economy sport meeting television USA woman |
| topic_en_facet |
advertising basketball content analysis gender research marketing media research NCAA sport economy sport meeting television USA woman |
| synonym |
Fernsehprogramm Kabelfernsehen Sportwerbung Promoting Veranstaltung Sportereignis Kapital Markt Ökonomie Wirtschaftswissenschaft Basketball Basketballspieler Centerspieler Korb Sprungball Center Merchandising Vermarktung Verkauf Diskriminierung, geschlechtliche Frauengymnastik Frauentraining Hausfrau |
| synonym_en |
sport event economy of sport National Collegiate Athletic Association |
| journal_facet |
Sport marketing quarterly |
| container_title |
Sport marketing quarterly |
| container_volume |
7 |
| container_issue |
3 |
| container_start_page |
S. 47-54 |
| has_references |
1 |
| institution |
BISp |
| journal_fac |
JO00000001377 |
| journal_year |
1998 |
| journal_issue |
3 |
| _version_ |
1791516614230802432 |
| score |
13,546012 |