نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت بازاریابی و رسانه ها در ورزش، دانشگاه خوارزمی
2 دانشیار مدیریت ورزشی، دانشگاه خوارزمی
3 استادیار مدیریت ورزشی، دانشگاه خوارزمی
چکیده
دیرزمانی است که تبلیغات از اجزای درآمدهای بالقوۀ رویدادهای ورزشی محسوب می‌شود. ارزیابی اثربخشی تبلیغات، سرمایه‌گذاران، حامیان مالی و سایر شرکت‌هایی که از طریق ورزش اقدام به تبلیغ کرده‌اند را در ارائۀ تبلیغاتی تأثیرگذارتر یاری کرده و بر افزایش سهم فروش آن‌ها مؤثر بوده است. دراین‌راستا، هدف از پژوهش حاضر تعیین اثربخشی تبلیغات از طریق ورزش شرکت ایرانسل در لیگ حرفه‌ای فوتبال ایران بود. ابزار مورد‌استفاده در این پژوهش، پرسش‌نامۀ پژوهشگرساختۀ اثربخشی تبلیغات از طریق ورزش بود که روایی محتوایی و سازۀ آن در پژوهشی جداگانه تأیید گردید. داده‌های به‌دست‌آمده با استفاده از آمار توصیفی و استنباطی شامل آزمون دوجمله‌ای و مدل‌سازی معادلات ساختاری در نرم‌افزارهای اس پی اس اس و پی ال اس مورد تجزیه‌وتحلیل قرار گرفت. یافته‌ها نشان می‌دهد که تبلیغات از طریق ورزش شرکت ایرانسل در لیگ برتر فوتبال دارای اثربخشی لازم نبوده است. در ارتباط با نگرش به تبلیغات نیز مشخص شد که نگرش مثبتی در‌مورد تبلیغات میان تماشاگران وجود دارد. براساس نتایج به‌دست‌آمده پیشنهاد می‌شود که شرکت ایرانسل با تکیه بر نگرش مثبتی که در ارتباط با تبلیغات از طریق ورزش وجود دارد، نسبت به بهبود ویژگی‌ها و شیوه‌های اجرای تبلیغات اقدام به بازنگری نموده و از فضای فراهم‌شده در میادین ورزشی جهت پیشبرد اهداف بازاریابی خود، بهتر و مناسب‌تر بهره گیرد.
کلیدواژه‌ها
عنوان مقاله [English]
Effectiveness of Through Sport Advertisement of MTN Irancell in Iran’s Professional Football League Based on the AIDA Model
نویسندگان [English]
- Nasim Keshmiri 1
- Alireza Elahi 2
- Hosein Akbari Yazdi 3
1 Ph. D Student of Sport Management, Kharazmi University
2 Associate Professor of Sport Management, Kharazmi University
3 Assistant Professor of Sport Management, Kharazmi University
چکیده [English]
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.
کلیدواژه‌ها [English]
- Advertising Through Sports
- Effectiveness of Advertising
- AIDA Model
- Spectator
- Football league
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