Defense Date

3-17-2023

Graduation Date

Spring 5-5-2023

Availability

One-year Embargo

Submission Type

dissertation

Degree Name

PhD

Department

Communication and Rhetorical Studies

School

McAnulty College and Graduate School of Liberal Arts

Committee Chair

Erik Garrett, Phd

Committee Member

Richard Thames, Phd

Committee Member

Janie Harden Fritz. Phd

Keywords

Sporting Event, IMC, Rhetoric, Philosophy of Communication

Abstract

The effective communicative capabilities of integrated marketing communication (IMC)

programs demand the expansion of their application to include sporting events. Sporting events, specifically the Olympic Games and the FIFA World Cup, have proven to have effective communication capabilities that can be used to influence the perceptions of target audiences. Creating positive perceptions of a sporting event can help achieve promotional, political, economic, and cultural gains, among others. Achieving desired goals requires preparing a comprehensive and persuasive IMC plan. The communication and marketing capabilities possessed by IMC programs have not been sufficiently studied in the context of marketing sporting events. Therefore, this research project aims to examine the marketing and persuasive capabilities of IMC programs used to market sporting events. The research project utilizes a rhetorical approach to analyze the IMC activities used in marketing sporting events. Rhetoric can help IMC programs to find all the available means that can be used to market a sporting event. Additionally, the rhetorical approach encourages IMC programs to search for commonalities between the sporting event and its target audience and employ them creatively to communicate messages that identify with a given audience.

Language

English

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