$750 Million of Neutral News Coverage: A Content Analysis of Nextel's Media Exposure before and after Becoming NASCAR's Primary Corporate Sponsor.
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 quali...
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| Format: | Others |
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Digital Commons @ East Tennessee State University
2006
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| Online Access: | https://dc.etsu.edu/etd/2165 https://dc.etsu.edu/cgi/viewcontent.cgi?article=3529&context=etd |