XML Persian Abstract Print

1- kharazmi university
2- kharazmi university , alirezaelahi@yahoo.com
3- Sport Sciences Research Institute in tehran
Abstract:   (3736 Views)
In scientific marketing models, attention is the main step in the effectiveness of advertising. That's why, competition over attention to advertisement has been of prime importance for the sponsors and marketers. However, sport marketing research has not yet been able to gain a proper understanding of the factors that influence the viewer's attention to advertising while watching a sport event. Different methods of data collection and using different evaluation tools can also help managers and sponsors make the right decisions. This semi-experimental research has compared the methods of evaluating TV viewers' attention to advertising through sport. For this purpose, 60 targeted sampling in the form of two groups of women (n = 30) and men (n = 30) watched the football match between Esteghlal and Persepolis in a laboratory site. While samples were watching the football match, meantime designed advertisements were presented too, the viewer's eye information was stored by the eye tracker in the form of fixation and duration. In addition, at the end of the test, the participants' attention to advertising was evaluated using an attention questionnaire. Analysis of the findings showed that in evaluation of the viewer's attention to advertising by questionnaire; there is no difference between males and females. But in both of Eye Tracking variables, females paid more attention to advertising than males. Also, the correlation between the results of the questionnaire and the Eye Tracker was not significant. Finally, in order to achieve new results and to develop the advertising industry, as well as identifying the factors affecting the effectiveness of advertising, it is better to use neuromarketing tools as a complement to other methods of data collection (questionnaire, interview, observation).
Type of Study: Research | Subject: sport management
Received: 2020/08/21 | Accepted: 2020/10/24 | ePublished ahead of print: 2020/10/24

Add your comments about this article : Your username or Email:

Send email to the article author

Rights and permissions
Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

© 2024 CC BY-NC 4.0 | Research in Sport Management and Motor Behavior

Designed & Developed by : Yektaweb