Online and Off-Line Advertising During March Madness: Which Companies Drive Consumers to the Web?

This study examined the advertisement structure of online and off-line broadcasts as consumer drivers to Web sites through the integration of specific calls to action. Content analysis was performed on ads aired during the online and off-line broadcasts of an NCAA Men’s Basketball Tournament. The ke...

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Veröffentlicht in:	International journal of sport communication 2009-12, Vol.2 (4), p.466-483
Hauptverfasser:	Pegoraro, Ann, O’Reilly, Norman J., Giguere, Martin
Format:	Artikel
Sprache:	eng
Online-Zugang:	Volltext
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