Document Type : Research Paper
Authors
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
Abstract
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.
Keywords
2. Alaghebandan, E. (2013). Evaluate the effectiveness of television commercials banks to attract customers from the perspective of residents of Tehran. (Unpublished master dissertation). Payamenoor University of Tehran. (Persian).
3. Alivand, A., N. (2007). Sociological review vandalism and hooliganism factors affecting in football. (Unpublished master dissertation). Isfahan University. (Persian).
4. Beriain, A. (2013). Measurement of advertising effectiveness: How different theories about the relative importance of sales vs. recall/ recognition vs. emotion were popular. China-USA Business Review, 12(10), 1017-24.
5. Birch, R. (2010). Growth strategies. Credit Union Journal, 14(3), 1-18.
6. Brigham, C. M. (2011). Sport website advertising: The impact of congruity and endorsement on banner advertising effectiveness. (Unpublished doctoral dissertation). University of Central Missouri.
7. Çallı, İ. D. (2013). Speaking the same language: Turkish emigrants’ attitudes towards Turkish television advertising in Germany. International Journal of Humanities and Social Science, 3(17), 267- 75.
8. Estévez, M., & Fabrizio, D. (2014). Advertising Effectiveness: An Approach Based on What Consumers Perceive and What Advertisers Need. Open Journal of Business and Management, 2(03), 180-8.
9. Farhangi, A. A., Firozian, M., & Mosavian, A. S. (2009). Evaluation of advertising effectiveness National Iranian Gas Company in order to optimize consumption. Marketing Management, 7, 19-43. (Persian).
10. Fotorehchi, Y. (2009). Evaluating the effectiveness of outdoor advertising MTN Company from the perspective of the Tehran Subway Passengers. (Unpublished master dissertation). Allame Tabatabayi University. (Persian).
11. Ganji, R. (2012). Evaluate the effectiveness of online advertising methods on the shopping behavior of internet users in Iran use the AIDA model and ranking them. (Unpublished master dissertation). Nonprofit Institution of Work.
12. Hamidizadeh, M., & Norian, Z. (2013). Explanation and evaluation the effectiveness of television advertising to attract customers: case study of Bank Saderat Iran. Innovation and Creation Value, 3, 33-46. (Persian).
13. Hanssens, D. (2015). “Keeps working and working and working…” the long-term impact of advertising. GfK Marketing Intelligence Review, 7(1), 42-7.
14. Harati, M. (2006). Evaluating the effectiveness of advertising the insurance industry: Iran Insurance Company. (Unpublished master dissertation). Tehran: Shahid Beheshti University. (Persian).
15. Hasangholipour, T., Anosheh, M., Mosavi, M., & Mohseni, A. (2009). Advertising management (2en ed). Tehran: Negah Danesh Press. 251-65, (Persian).
16. Hoseini, M. H., Bagheri, S. M., & Hoseni, Z. (2010). Evaluate the effectiveness of television advertising to attract customers based on AIDA model and construct algorithms provide a teaser: A case study of Bank Refah. Management Research, 5, 119-46. (Persian).
17. Kurdlou, H. (2015). Causal relation beliefs, attitudes toward advertising through sports and general advertising. Sports Management Studies, 30, 203-24. (Persian).
18. Mohamadian, M. (2009). Advertising management (4en ed). Tehran: Horofiyeh Press.,266-7, (Persian).
19. Motahari, M., Honari, H., & Keshkar, S. (2013). The role of breakdown factors on football referees judge. A case study: The judge's IRAN Football Professional League. New Trends in Sport Management, 1, 97-108. (Persian).
20. Movahedi, A. (2014). Evaluation of the effectiveness of television advertising to attract customers Sina Bank. (Unpublished master dissertation). Islamic Azad University of Tehran. (Persian).
21. Nazemi, A., Godarzi, M., & Khabiri, M. (2013). The impact of stadium features on reappearance of spectators IRAN Football Professional League. New Trends in Sport Management, 1, 65-77. (Persian).
22. Porhoseaini, S. J. (2008). Identify and prioritize environmental factors affecting the effectiveness of advertising on the pattern of 4P Advertising. (Unpublished master dissertation). Allameh Tabatabayi University. (Persian).
23. Pyun, D. Y., & James, J. D. (2011). Attitude toward advertising through sport: A theoretical framework. Sport Management Review, 14(1), 33-41.
24. Rabiei, A., Mohamadian, M., & Baradaranjamili, B. (2010). Evaluating the effectiveness of bank advertising and identify the most important factors in increasing its effectiveness in Tehran. New Marketing Researches, 2, 17-40. (Persian).
25. Ranjbarian, B., Khorsandnejad, A., & Abdolahi, S. M. (2013). The relationship between the effectiveness of advertising and brand equity: A case study Samsung Home Appliances Advertisement. Business Administration Vision, 14, 75-90. (Persian).
26. Razavi, S. (2012). Validity and reliability of a scale measuring beliefs and attitudes with respect to advertising through sport. (Unpublished master dissertation). Islamic Azad University of Tehran. (Persian).
27. Sadeghi, H., Agharpour, H., & Golchinfar, N. (2009). Estimates for watching IRAN Football Professional League. Economic Research, 3, 183-202. (Persian).
28. Sedaghat, H. (2013). TV advertising effectiveness of Bank Mellat. (Unpublished master dissertation). Islamic Azad University of Tehran. (Persian).
29. Shahbazi, E. (2011). The role of famous faces in the effectiveness of commercials in Iran. (Unpublished master dissertation). Islamic Azad University of Tehran. (Persian).
30. Shize, G., Gaoming, D., Jin, C., & Bing, C. B. (2011). Enhanced side channel template attack with correlation analysis. In instrumentation, measurement, computer, communication and control first international conference on (504-7). IEEE Xplore digital library, Date of publish 21 Feb 2012, Date of Conference 21-23 Oct 2011 Beijing, China.
31. Shovkatisayad, H. (2010). Evaluation of efficacy and effectiveness of media propaganda on the development of market share based on advanced AIDA model: A case study of Bank Tejarat. (Unpublished master dissertation). Islamic Azad university of Tehran. (Persian).
32. Sinh, N. H. (2013). The hierarchy model of advertising effects: A debate. Tạp chí Phát triển và Hội nhập, 8(18), 92-6.
33. Talebani, A. (2013). Evaluate the effectiveness of commercial advertising Dana Insurance Company and proposing optimal solutions. (Unpublished master dissertation). Islamic Azad university of Tehran. (Persian).
)