文章基本信息

标题：Effectiveness of Through Sport Advertisement of MTN Irancell in Iran’s Professional Football League Based on the AIDA Model
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作者：Keshmiri, Nasim ; Elahi, Alireza ; Akbari Yazdi, Hosein 等
期刊名称：مطالعات مدیریت ورزشی
印刷版ISSN：2538-3213
电子版ISSN：2538-3221
出版年度：2017
卷号：9
期号：43
页码：39-60
DOI：10.22089/smrj.2017.2773.1557
出版社：Sport Sciences Research Institute
摘要：Advertising has been a component of potential revenue of sport events from a long time. Evaluating the effectiveness of advertising has helped Investors, sponsors and other companies that have advertised through sports for providing more effective advertising and this action was effective on increasing their sale share. Aim of this study was define effectiveness of through sport advertisement of MTN Company in professional football league of Iran. The instrument that used in this study was Effectiveness of through sport advertisement questionnaire. Content and construct validity of this scale was confirmed in separate research. Collected data by descriptive and inferential statistics, binomial test and structural equation modeling was analyzed in SPSS and PLS software. Analysis of results show that Irancell's advertising through sport in Premier Football League has not been effective. About attitude toward advertising through sport had become clear that there is a positive attitude in spectator. According to the result we suggest Irancell company with by relying on positive attitude that is existing toward advertising trough sport, do some revision in executive methods of advertising and take better advantages of good condition in sports field to progress of their marketing goals.
关键词：Advertising Through Sports;Effectiveness of Advertising;AIDA Model;Spectator;Football league