THE IMPACT OF OUTDOOR ADVERTISING IN FOOTBALL, VOLLEYBALL AND BASKETBALL OF SANANDAJ CITY ON ATTRACTING ENTHUSIASTS AND SPECTATORS

Authors

  • Meisam Hasan Zadeh MA Sport Management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran

DOI:

https://doi.org/10.46827/ejpe.v0i0.89

Keywords:

outdoor advertising, Sanandaj, billboards, banners Lamppost

Abstract

The aim of this study is to investigate the impact of outdoor advertising in football, volleyball and basketball in Sanandaj on attracting enthusiasts and spectators, so this research is descriptive survey. The samples consisted of athletes and spectators in three fields of soccer, volleyball and handball in the city of Sanandaj in the first six months of 2016. Due to the uncertainty of the exact size of the study, sample size was determined using Morgan table 384 that data related to400 individual is collected and analyzed. To collect research data, two questionnaires of demographic characteristics and environmental impact of advertising self-made questionnaire were used to attract enthusiasts and sports fans. Face and content validity of the questionnaire was confirmed by 11 experts in marketing and reliability using Cronbach's alpha was (α = 0.85). The data was collected by simple random sampling. And finally, 400 questionnaires were completed and analyzed. For this purpose, the test of K-S, Spearman correlation test and one-sample t-test was performed using the statistical package SPSS version 22. The results showed that among the means of outdoor advertising, the media, billboards and banners were with the greatest abundance and distribution in the city. And there is an inverse correlation between the effectiveness of outdoor advertising with age (r387 = 0.34) and education (r399 = 0.28) (P < 0.05); Also, the visual appeal in design, message transfer, proper placement of outdoor advertising media and advertising tool based on the type of audience and the general condition of the effectiveness of outdoor advertising in Sanandaj exercise were inappropriate

 

Article visualizations:

Hit counter

References

Atqia, N. (2001). "Engagement marketing and sport management". Journal of Sports Sciences, 1, 131-144.

Bucher, charles A. (1995). “Management of physical education and athletics programs, times mirror”, mosby collage publishing. Stlouis, Torono, Santaclara.

Burton, Rick. (1999). “Marketing Mix Mayhem”. Journal of sport marketing. 37-43.

Clousson, C. L.; Lambretch, K.W. (2006). “Consumer Awareness Sponsorship the Grassroots Sport Events”, Sport Marketing Quarterly, 15, 147-154.

Environmental Advertising Association of America. (2009). "Why outdoor advertising". Translation: Ali Sadr Mohammadi. Site Press, second edition.

Fernandez-Gonzalez, A. J and Prado, J. C. P. (2007). “Measurement and Analysis of Customer Satisfaction: Company Practices in Spain and Portugal”, International Journal of Productivity and Performance Management, Vol. 56, No. 5/6, pp. 500-517.

Ghochani, F; Hashemnia, SH; Iqbal, roya. (2013). "The effect of mass media as a marketing strategy in buyer behavior passenger cars". Journal of Marketing Management, Volume 8, Number 20, pp. 103-120.

Hutchins B, Rowe D, (2013), “Digital Media Sport”, Technology and Power in the Network Society, Routledge, AP - Social Science - 292 pages, p5.

Karroubi, Mehdi. (2010). "Marketing experts assess public attitudes about the influence of mass media in the tourism sector". Journal of Social Welfare, Volume 10, Issue 37, pp. 383- 408.

Katler, Philip. (2004). "Fundamentals of Marketing Management". Translate by Ali parsaian. Tehran: Fara publication.

Katler, Philip; Armstrong, Gary. (2011). "Principles of Marketing". Translate by Parsaeian, Tehran: New World, Volume II, eighth edition.

Kelly, L. D. and Jugenheimer, D. W. (2004). “Advertising Media Planning: A Brand Management Approach”, Armonk, NY: M,E. Sharp.

Keshgar, Sara; Ghasemi, Hamid, tojjari, F. (2011). "Sports marketing management". Tehran: elm and harakat publication.

Khanh V. laand Kandampully (2004), “Market Oriented Learning and Customer Value Enhancement Through Service Recovery Management”, Journal of Managing Service Quality, Vol 14˓No 5˓ PP.390-401.

Kurdnaeech, A. (2004). "Customer: success Almighty organizations". Journal of Management, Issue 43, pp. 153-183.

Mohammadi, Hajar. (2010). "The relationship between customer experience and organizational efficiency in the management of sports organizations". Master's thesis, University of Urmia.

Moharramzadeh, M. (2009). "Sports Marketing Management". Urmia University Press.

OAAA, (2009), “Facts and Figures”. Outdoor Association of America, Available at: http://www.oaaa.org/marketingresources/revenue.aspx

Report of the International Sports Tourism Advisory Group, (2000). International sport tourism initiative 2000-2005 at sport Ireland.

Sissors, J. Z. and Baron, R. B. (2002). “Advertising Media Planning”, New York: McGraw-Hill.

Taylor, C. R. (1997). “A Technology Whose Time has come or the same Old Litter on a Stick? An Analysis of Changeable Message Billboards”, Journal of Public Policy and Marketing, 16 (2), pp. 179-186.

Zahedi, marjan. (2011). "Outdoor advertising medium as new environmental graphics". Book May 2, excerpts of articles, a second call for Iranian graphic design. Tehran: yasauli Publication, 125-142.

Zahrab, F; Sabounchi, Reza. (2011). "Compare the visual and written media role in the development of athletic sports marketing". National Student Congress of Physical Education and Sport Sciences, Tehran, Institute of Physical Education and Sports Science, 50.

Downloads

Published

2016-05-27

Issue

Vol 1, No 3 (2016)

Section

Articles

License

Authors who publish with this journal agree to the following terms:

 

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

 

  1. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

 

  1. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).