Texas Motor Speedway: Print advertising, sponsorship, logos, and congruence
by Stallcup, Ellen, M.S., TEXAS CHRISTIAN UNIVERSITY, 2007, 77 pages; 1441324

Abstract:

This study delves into America's 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.
 
AdviserDoug Newsom
SchoolTEXAS CHRISTIAN UNIVERSITY
SourceMAI/ 45-04, p. , Jun 2007
Source TypeThesis
SubjectsMarketing; Journalism; Recreation and tourism
Publication Number1441324
Adobe PDF Access the complete dissertation:
 

» Find an electronic copy at your library.
  Use the link below to access a full citation record of this graduate work:
  http://gateway.proquest.com/openurl%3furl_ver=Z39.88-2004%26res_dat=xri:pqdiss%26rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation%26rft_dat=xri:pqdiss:1441324
  If your library subscribes to the ProQuest Dissertations & Theses (PQDT) database, you may be entitled to a free electronic version of this graduate work. If not, you will have the option to purchase one, and access a 24 page preview for free (if available).

About ProQuest Dissertations & Theses
With over 2.3 million records, the ProQuest Dissertations & Theses (PQDT) database is the most comprehensive collection of dissertations and theses in the world. It is the database of record for graduate research.

The database includes citations of graduate works ranging from the first U.S. dissertation, accepted in 1861, to those accepted as recently as last semester. Of the 2.3 million graduate works included in the database, ProQuest offers more than 1.9 million in full text formats. Of those, over 860,000 are available in PDF format. More than 60,000 dissertations and theses are added to the database each year.

If you have questions, please feel free to visit the ProQuest Web site - http://www.proquest.com - or call ProQuest Hotline Customer Support at 1-800-521-3042.