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Zeeb Road, Ann Arbor, Michigan 48106 8625267 Nourse, Howard Francis A PROCESS FOR DETERMINING THE INFLUENCE OF TELEVISION ADVERTISING, PROMOTING GAME ATTENDANCE FOR A SPECIFIC DIVISION I WOMEN’S BASKETBALL PROGRAM, UPON INDIVIDUAL SPECTATOR DECISIONS TO ATTEND A HOME CONTEST AT THAT INSTITUTION The Ohio State University Ph.D. 1986 University Microfilms International300 N. Zeeb Road, Ann Arbor, Ml 48106 Copyright 1986 by Nourse, Howard Francis All Rights Reserved PLEASE NOTE: In all cases this material has been filmed in the best possible way from the available copy. Problems encountered with this document have been identified here with a check mark •/ . 1. Glossy photographs or pages ______ 2. Colored illustrations, paper or print_______ 3. Photographs with dark background_____ 4. Illustrations are poor copy______ 5. Pages with black marks, not original copy______ 6. Print shows through as there is text on both sides of p a g e _______ 7. 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Other ___________________________________________________________________________ University Microfilms International A PROCESS FOR DETERMINING THE INFLUENCE OF TELEVISION ADVERTISING, PROMOTING GAME ATTENDANCE FOR A SPECIFIC DIVISION I WOMEN'S BASKETBALL PROGRAM, UPON INDIVIDUAL SPECTATOR DECISIONS TO ATTEND A HOME CONTEST AT THAT INSTITUTION DISSERTATION Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of The Ohio State University By Howard Francis Nourse, B.S., M.A. ***** The Ohio State University 1986 Dissertation Committee: Approved by Dr- E. Coates, Graduate Faculty Dr. M. A. Daniels, Graduate Faculty Adviser Dr. C. L. Mand, Department Director Department of Health, Physical Education and Recreation Copyright by Howard Francis Nourse 1986 To My Wife Judy, who makes it all worthwhile. ii ACKNOWLEDGMENTS Sincere appreciation is expressed to the Department of Athletics at The Ohio State University and especially Dr. Allen Bohl, Assistant Director of Athletics, and Phyllis Bailey, Associate Director of Athletics, for the opportunity to conduct this study. Their support enabled the study to be completed. Appreciation is extended to Dr. Charles L. Mand and to Drs. Mary A. Daniels and Edward Coates for their direction and input throughout this Doctorial studies program. The technical assistance of Bob Lordo in the area of statistical analysis is gratefully acknowledged. To my wife Judy, who more than any individual, is responsible for reaching this goal in our lives, I express my deepest thanks for her faith and support. To my children, Cathy, Connie and Rob, I express my appreciation for their understanding and continued impact upon my life. VITA September 15, 1938 Born - Portsmouth, Ohio, 1960 ............. B.S., Physical Education, The Ohio State University, Columbus, Ohio 1960-1964 . Teacher and Assistant Basketball Coach, South High School, Springfield, Ohio 1964-1968 . Teacher and Varsity Basketball Coach, Defiance High School, Defiance, Ohio 1968-1970 . Instructor and Assistant Basketball Coach, The Defiance College, Defiance, Ohio 1970 ............. M.A., Secondary Education, Saint Francis College, Ft. Wayne, Indiana 1970-1972 . Instructor and Director of Student Activities, Great Lakes Bible College, Lansing, Michigan 1972-1978 . Director of Athletics and Varsity Basketball Coach, John Wesley College, Owosso, Michigan 1978-1980 . Director of Marketing, National Welding of Michigan, Inc., Lansing, Michigan iv 1980-1984 ................... Director of Athletics and Varsity Basketball Coach, Gordon College, Wenham, Massachusetts 1984-Present ................. Administrative Assistant, Department of Athletics, The Ohio State University, Columbus, Ohio FIELDS OF STUDY Major Field: Athletic Administration Minor Field: Human Resource Management TABLE OF CONTENTS DEDICATION ............................................. ii ACKNOWLEDGMENTS ....................................... iii VITA .................................................... iv LIST OF TABLES ........................................... viii LIST OF F I G U R E S ....................................... x CHAPTER PAGE I. INTRODUCTION ................................ 1 Study Background ........................ 1 Statement of the Problem ............... 8 Purpose of the Study..................... 8 Target Audience .......................... 8 Objectives of the S t u d y ................. 9 Definition of T e r m s ..................... 11 Limitations of the S t u d y ............... 14 Basic Assumptions........................ 17 Significance of the Problem ............. 18 S u m m a r y .................................. 20 List of References ..................... 22 II. REVIEW OF RELATED LITERATURE ................ 23 Introduction And Purpose ............... 23 The Need for Promoting and Marketing Athletic Programs........................ 24 Television as an Effective Means of Mass Communication..................... 29 Television Promotions to Improve Attendance at a Sports Event ........... 3 5 Survey of the Top Twenty-five Division I Women's Basketball Programs ........... 44 S u m m a r y .................................. 5 6 List of R e f e r e n c e s ..................... 59 vi CHAPTER PAGE III. STUDY METHOLOGY AND PROCEDURES................ 62 Research Design .......................... 62 Subject Selection ........................ 64 Outcome Measures ........................ 66 Validity and Reliability ............... 68 Conditions of Testing ................... 81 T r e a t m e n t ................................ 86 Development of the Commercial ........... 87 Data Analysis ............................ 105 S u m m a r y ................................... 108 List of R e f e r e n c e s ...................... 112 IV. RESULTS OF THE S T U D Y ........................ 113 Summary of D a t a .......................... 113 Findings Relative to the Central Investigation................... 152 Test of Significance of the Central Investigation................... 172 S u m m a r y ................................... 181 List of R e f e r e n c e s ...................... 183 V. CONCLUSIONS AND RECOMMENDATIONS .............. 184 Objectives of the Total Marketing P r o g r a m ................................ 184 Significance of the Total Marketing Program................................... 188 Effectiveness of the TV Commercial Used in the S t u d y ............................ 192 Influence Upon the Decision Making P r o c e s s ................................ 196 Recommendations .......................... 200 S u m m a r y ................................... 203 List of R e f e r e n c e s ...................... 207 APPENDICES A. Data Relative to Chapter I .................. 208 B. Data Relative to Chapter I I .................. 210 C. Data Relative to Chapter I I I ................ 218 BIBLIOGRAPHY ........................................... 224 vii LIST OF TABLES TABLE PAGE 1. Summary of the media involvement in a study of promotion of the top 25 Division I Women's Basketball Programs ...........................