Advertisers and American Broadcasting: From Institutional Sponsorship to the Creative Revolution

2021 ◽  
pp. 1-35
Author(s):  
Cynthia B. Meyers
Keyword(s):  
Media Industries ◽  
Advertising Agencies ◽  
Institutional Power ◽  
Program Content ◽  
The 1950S ◽  
Corporate Images ◽  
Corporate Sponsors ◽  
Fundamental Shift

American broadcasting, unique among media industries, relied on sponsors and their ad agencies for program content from the 1920s through the 1950s. Some sponsors broadcast educational or culturally uplifting programs to burnish their corporate images. By the mid-1960s, however, commercial broadcasting had transformed, and advertisers could only buy interstitial minutes for interrupting commercials, during which they wooed cynical consumers with entertaining soft-sell appeals. The midcentury shifts in institutional power in US broadcasting among corporate sponsors, advertising agencies, and radio/television networks reflected a fundamental shift in beliefs about how to use broadcasting as an advertising medium.

A Niche-Based Evaluation of Sport Participation Patterns

1996 ◽  
Vol 10 (4) ◽  
pp. 417-434 ◽  
Author(s):  
George R. Milne ◽  
Mark A. McDonald ◽  
William A. Button ◽  
Rajiv Kashyap
Keyword(s):  
Ecological Niche ◽  
Sport Participation ◽  
Niche Breadth ◽  
Niche Overlap ◽  
Advertising Agencies ◽  
Resource Overlap ◽  
Managerial Implications ◽  
Sporting Goods ◽  
Corporate Sponsors ◽  
Sports Activities

This research examines the competitive niche positions of 36 sports and fitness activities reported in an American Sports Activities 1993 tracking study. The article discusses the advantages of viewing competition from an ecological niche perspective and presents a measure of competitive resource overlap (CRO) used in marketing for measuring niche breadth and niche overlap. The empirical study presents an intuitive mapping of the sports market and calculates the niche breadth and niche overlap for each sport. Managerial implications for sporting goods manufacturers, advertising agencies, corporate sponsors, fitness consultants, and other professionals interested in participant sports markets are given.

Logos on Everest: Commercial Sponsorship of American Expeditions, 1950–2000

2020 ◽  
pp. 1-36
Author(s):  
RACHEL S. GROSS
Keyword(s):  
Twentieth Century ◽  
Active Role ◽  
Retail Stores ◽  
Business Partners ◽  
Single Industry ◽  
The 1950S ◽  
Corporate Sponsors

In the 1950s, outdoor retailer Eddie Bauer donated down jackets to American mountaineers embarking on climbing expeditions in the Himalayas. In the 1990s, chemical manufacturer W. L. Gore & Associates donated both goods and $2 million to an expedition in Antarctica. The funds dedicated to sponsorship by the end of the twentieth century reflect a shift in how companies saw expeditions as useful to their marketing goals. This article uses two archives previously unexplored by historians that offer an unprecedented chance to compare sponsorship relationships in a single industry across decades. Commercial sponsorship of American expeditions and athletes has undergone three dramatic changes since 1950, and these shifts help explain how sponsorship as a form of marketing became so popular. Sponsorship contracts shifted from vague to specific as a result of decades of unsatisfying results for corporate sponsors. Sponsored athletes became business partners and began taking an active role in promoting the companies that provided them cash or donations in-kind. Finally, companies developed strategies for leveraging their sponsorship deals. The changing landscape of the business of expeditions ultimately reveals how the most long-lasting legacies of these extreme adventures happened far from the trail and much closer to company boardrooms, sponsorship managers’ offices and retail stores where consumers learned to engage with the narratives companies and athletes had crafted together.

Rethinking the 1950s

2013 ◽  
Author(s):  
Jennifer A. Delton
Keyword(s):  
The 1950S

On the Individual

1999 ◽  
Vol 4 (4) ◽  
pp. 205-218 ◽  
Author(s):  
David Magnusson
Keyword(s):  
School Psychologist ◽  
Real Life ◽  
Psychological Research ◽  
Developmental Research ◽  
Future Directions ◽  
The 1950S ◽  
The Individual ◽  
Over Time

A description of two cases from my time as a school psychologist in the middle of the 1950s forms the background to the following question: Has anything important happened since then in psychological research to help us to a better understanding of how and why individuals think, feel, act, and react as they do in real life and how they develop over time? The studies serve as a background for some general propositions about the nature of the phenomena that concerns us in developmental research, for a summary description of the developments in psychological research over the last 40 years as I see them, and for some suggestions about future directions.

Diaries of Mad Housewives: On Gender Role and Schizophrenia in the 1950s

1989 ◽  
Vol 34 (5) ◽  
pp. 490-491
Author(s):  
Anthony Schuham
Keyword(s):  
Gender Role ◽  
The 1950S
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