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Direct linkTobolowsky, Barbara F.; Lowery, John Wesley – Journal of Marketing for Higher Education, 2014
Using ideological analysis as a frame, researchers analyzed institutionally created commercials (PSAs) that appeared in 28 U.S. college football bowl games over a seven-year period (2003-2009) to better understand the universities' brands as represented in these advertisements. They found many common elements such as showing traditional…
Descriptors: Marketing, Team Sports, College Athletics, Advertising
