Esmaeel Dolatyarri; Hossein Poursoltani; Hamid Ghasemi
Volume 4, Issue 3 , February 2016, , Pages 107-122
Abstract
This paper aims to study the role of advertising in attracting the male teengers to taekwondo schools in Zanjan based on AIDA model. The research method is of descriptive – correlatinal type carried out as field stady. Its statistical population included ...
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This paper aims to study the role of advertising in attracting the male teengers to taekwondo schools in Zanjan based on AIDA model. The research method is of descriptive – correlatinal type carried out as field stady. Its statistical population included all 360 male Taekwondoes in Zanjan( 12 to 18 years old) in 2014. According to Morgan table, the sample size was 186 participants. The data collection tool was the likert 20 questions researcher - made questionnaire whose face and content reliability confirmed by the sport experts and university professors. In order to study its structured reliability discovery and confirmatory analysis have been used and its validity is through calculated by Cronbach alpha coefficient of 80/0 . The questionnaire had four items:1. Attention 2. Interest 3. Desire 4. Action(Persuasion to purchase). In order to analyse the data, two descriptive statistical methods were used(central attitude indices and dispersion indices) and cummucative statistic(the kolmogrove & Smirnov tests,the single sample t, independent t, one way variance analysis , MANOVA and Kruskal wallis test). The results showed that the advertising based AIDA model was effective for attracting the male teenagers to Zanjan Taekwondo schools and among the four items of the mentioned model, the highest average for attracting is related to interest items of the 3/5 average and the lowest of the average for attracting attention of the 1/69 average. the educational level is significant for their attraction as well but regarding the age and history of the championship, belt, significant difference was not reported.
