MA (Master of Arts)
Date of Award
Committee Chair or Co-Chairs
John M. King
Craig A. Turner, James J. Mooney
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 stories. In regard to value, Nextel's NASCAR sponsorship resulted in less negative and considerably more neutral media coverage. However, Nextel's mentions also became less positive. Nextel mentions associated with NASCAR increased in year two, from none in year one to 62.5% of all cases in year two.
Thesis - Open Access
Watson, Joshua Tod, "$750 Million of Neutral News Coverage: A Content Analysis of Nextel's Media Exposure before and after Becoming NASCAR's Primary Corporate Sponsor." (2006). Electronic Theses and Dissertations. Paper 2165. http://dc.etsu.edu/etd/2165
Copyright by the authors.