Document Type : Research Paper


1 Master's degree in sports management, Senabad Golbahar Institute of Higher Education

2 Assistant Professor, Faculty member of Sanabad Golbahar Higher Education Institute


In the world of commercial competition, the role of advertising in the effectiveness of product marketing is very important, and sports is one of the most effective areas for advertising.The aim of the current research was to identify and stratify effective tactics on improving the effectiveness of the content of advertising messages in sports fields.The current research was applied in terms of nature and purpose, and exploratory in terms of analysis method, and the data was collected in the field.The statistical population of the research was made up of experts in the field of sports marketing and specialists of advertising companies.The target sample was selected using the snowball method until theoretical saturation was reached and finally15interviews were conducted. Research findings were obtained through semi-structured interviews with experts and through thematic analysis.sub-themes were introduced as interpretive structural modeling levels and experts were asked to answer the ISM questionnaire.The findings showed that effective tactics were placed in 6sub-themes of image, color, font, background, language and frequency and three main themes of ad content features, ad design and ad presentation.Also, the stratification of tactics showed that language and frequency are on the first level, font and background are on the second level, color is on the third level and finally the fourth level and the most important level in terms of image influence. It can be concluded that in creating advertising content, the most attention should be paid to image and color because they are the most important aspect of an effective advertisement.


Main Subjects