شناسایی و سطح بندی تاکتیک های مؤثر بر ارتقای اثربخشی محتوای پیام های تبلیغاتی در میادین ورزشی (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
در دنیای رقابت تجاری، نقش تبلیغات در اثربخشی بازاریابی محصولات بسیار حائز اهمیت است که ورزش یکی از مؤثرترین عرصه ها برای تبلیغ است. هدف پژوهش حاضر شناسایی و سطح بندی تاکتیک های مؤثر بر ارتقای اثربخشی محتوای پیام های تبلیغاتی در میادین ورزشی بود که با توجه به نتایج ملموس و استفاده شده ذی نفعان، پژوهش حاضر از نظر ماهیت و هدف از نوع کاربردی و از حیث روش تحلیل از نوع اکتشافی بود که داده ها به صورت میدانی جمع آوری شد. خبرگان حوزه بازاریابی ورزشی و متخصصان شرکت های تبلیغاتی، جامعه آماری پژوهش را تشکیل دادند. نمونه مدنظر به روش گلوله برفی تا زمان رسیدن به اشباع نظری انتخاب شد و درنهایت با 15 نفر نمونه مصاحبه انجام شد. یافته های پژوهش توسط مصاحبه نیمه ساختاریافته با خبرگان و از طریق روش تحلیل مضمون به دست آمد. برای بررسی اعتبار پژوهش از روش بازبینی اعضا و برای ارزیابی پایایی و روایی از استراتژی ممیزی استفاده شد. در مرحله بعدی تم های فرعی به عنوان سطوح مدل سازی ساختاری تفسیری معرفی و از خبرگان خواسته شد به پرسشنامه ایسم پاسخ دهند. یافته ها نشان داد که تاکتیک های مؤثر در شش تم فرعی تصویر، رنگ، فونت، پشت زمینه، زبان و تواتر و سه تم اصلی ویژگی های محتوای تبلیغ، طراحی تبلیغ و ارائه تبلیغ قرار گرفتند. همچنین سطح بندی تاکتیک ها نشان داد که در سطح اول (بالاترین سطح و کمترین نفوذ) زبان و تواتر، در سطح دوم فونت و پشت زمینه، در سطح سوم رنگ و درنهایت سطح چهارم و مهم ترین سطح از نظر نفوذ تصویر قرار دارد. می توان نتیجه گرفت که در ساخت محتوای تبلیغاتی، بیشترین توجه باید معطوف به تصویر و رنگ باشد؛ زیرا مهم ترین جنبه یک تبلیغ مؤثر است.Identifying and Leveling Effective Tactics for Improving the Effectiveness of Advertising Message Content in Sports Fields
Background and Purpose
Commercial advertising has become an increasingly powerful force in the modern marketplace, serving as a primary means for organizations to introduce new products, strengthen brand identity, and ultimately drive sales (Asadollahi et al., 2023). The omnipresence of sports and its widespread acceptance among diverse audiences have led many organizations and companies to leverage sports as a dynamic platform for advertising their goods and services (Kordelo, 2020). Sports events offer unique opportunities for advertisers due to the high engagement and emotional investment of spectators. However, the most critical principle in advertising remains its effectiveness: the extent to which an advertisement and its underlying message can achieve the marketing objectives of a company is a central concern for sports marketers (Asadollahi et al., 2021).
The sports field is a complex environment for advertising. Spectators are often deeply engrossed in the event, experiencing a variety of emotional and psychological states. Their primary attention is focused on the competition, athletes, and the unfolding drama, with only peripheral attention available for advertising messages. This context necessitates the identification and deployment of the most effective content production and presentation tactics—those capable of capturing attention, resonating emotionally, and leaving a lasting impression amid the excitement and distractions of the event. Thus, the core research question is: What are the effective tactics to improve the effectiveness of advertising message content in sports fields, and how can these tactics be systematically leveled or prioritized?
Materials and Methods
Given the practical goal of identifying and stratifying effective tactics for improving the effectiveness of advertising content in sports arenas, this research is applied in purpose and current in terms of data collection time. The research design is qualitative, employing descriptive and exploratory methods, and data collection was conducted in the field. The statistical population included experts in sports marketing—both scientific and experiential—as well as specialists from advertising companies.
A non-probability, snowball sampling method was employed in the qualitative phase, continuing until theoretical saturation was achieved. To ensure the validity of the research, the member review method was used: interviewees were asked to provide feedback on the researcher’s interpretation of their statements and to comment on the identified concepts and thematic dimensions. Reliability and validity were further assessed using an audit strategy. For the interpretive structural modeling (ISM) phase, purposeful sampling was used, and the ISM questionnaire was completed by seven experts whose responses formed the basis for subsequent analysis.
Thematic analysis was used to analyze the qualitative data from interviews. Open coding yielded 53 codes, which were then grouped into six sub-themes. These sub-themes were further organized into three main themes based on semantic similarity, with both visible and hidden content dimensions considered. The relationships among these themes were mapped to construct a network of concepts. In the next stage, the ISM questionnaire was analyzed using Excel software, and the factors were leveled according to their influence and dependency.
For the ISM, a structural interaction matrix was created, comprising a 9x9 matrix of effective tactics. The achievement set (indicators affected by a given factor) and prerequisite set (indicators affecting a given factor) were determined for each index, using the achievement matrix to identify direct and indirect relationships. This process allowed for the stratification of effective tactics into four levels, providing a clear hierarchy of influence.
Findings
Descriptive findings revealed that 53.4% of the sample were women and 46.6% were men. Age distribution was as follows: 40% were between 30 and 40 years old, 46.6% between 40 and 50, and 13.4% were over 50. In terms of education, 26.6% held a master’s degree and 73.4% had a doctoral degree. All participants had more than five years of experience; eight were university professors and seven were experts or designers in advertising and marketing.
The open coding process identified 53 distinct codes, which were grouped into six sub-themes. These sub-themes were then classified into three main themes, each representing a specific domain of advertising effectiveness in sports fields. The classification process considered both explicit and implicit aspects of the content, ensuring a comprehensive understanding of the factors at play.
The ISM analysis revealed a four-level hierarchy of effective tactics for improving advertising content in sports arenas. At the highest level (Level 1), with the least influence, were language and frequency. Level 2 included font and background, with these dimensions mutually influencing each other. Color was positioned at Level 3, while the most influential factor, image, occupied Level 4. This hierarchy indicates that while all factors contribute to advertising effectiveness, some—particularly image and color—have a more profound impact on audience attention and message retention.
Discussion
The results highlight the multifaceted nature of advertising effectiveness in sports fields. The highest priority should be given to the use of appropriate images that align with the content of the advertisement. Images serve as the primary vehicle for capturing attention and conveying meaning quickly and memorably. In the emotionally charged environment of sports events, compelling images can break through the noise and distractions, anchoring the advertisement in the audience’s memory.
Color, as the second most influential factor, should be used strategically to appeal to audience preferences and the target market. The findings suggest that complementary color combinations are more effective than simple warm or cold color schemes. Color not only enhances visual appeal but also influences emotional response and brand associations.
The background of the advertisement, situated at Level 2, should be simple and uncluttered, allowing images and colors to take center stage. Overly complex backgrounds can confuse the audience and dilute the impact of the message. Similarly, font and language, while less influential than image and color, remain important. Fonts should be both legible and aesthetically pleasing, while language should be clear, concise, and tailored to the audience’s comprehension level.
The study underscores that the effectiveness of advertising in sports fields depends on the harmonious integration of all identified factors. Lower-level factors should not be disregarded, as their proper use supports and enhances the impact of higher-level elements. For maximum effectiveness, advertisers should first focus on compelling, relevant images, followed by strategic use of color, simple backgrounds, and clear, attractive fonts and language.
Conclusion
To maximize the effectiveness of advertising in sports fields, organizations must consider a comprehensive range of factors, each with its own importance and role. The research recommends prioritizing the use of impactful images that align with the advertisement’s content, followed by the strategic application of color, simple and effective backgrounds, and clear, attractive fonts and language. By integrating these elements thoughtfully, advertisers can ensure their messages stand out amid the excitement and distractions of sports events, capturing attention and leaving a lasting impression on the audience.
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