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Presenting a mathematics model for the selection of good advertisement channel in production sector of sport industry

机译：提出用于体育产业生产部门选择好的广告渠道的数学模型

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In the current era advertisement as an element of promotional mix plays an important role in the sustenance of the organization by identifying and introduction of products. Because advertisement is one of most common marketing tools to develop in the market. In order to choose a good promotional mix in production sector of sport industry, the comments of 30 marketing managers of sport products companies were collected by responding to research-built questionnaires of promotional mix and AIDA model. Validity [face and content validity] of the questionnaire was verified by the related experts and their reliability was proved due to inconsistency ratio of the questionnaires that was less than [0.1]. To analyze the data AHP method and [Expert choice 11] software is used. According to the results at fourth level, in advertisement tools, TV with weight [0.522] was the most important factor. At third level among promotional mix tools, advertisement with the weight [0.396] and at second level in AIDA tools attention with the weight of [0.437] were significant. The results based on AIDA model at fourth level, show that for customers attention and interest and act to purchase, TV with the final weight of [0.510], [0.496] and [0.499] respectively had the highest importance in comparison with other advertisement tools. Also, the results at third level based on AIDA showed that from attention aspect, advertisement with the weight of [0.391], from interest to purchase, sales promotion with the weight of [0.359] and from act to purchase, personal selling with the weight of [0.440] are more significant. Considering the high completion between the companies and rapid growth of markets and also rapid changes in consumers behaviors, choosing a good promotional mix and prioritization of its tools help the promotion of marketing goals.
机译：在当前时代，广告作为促销组合的要素，通过识别和引入产品在组织的维持中起着重要作用。因为广告是在市场中开发的最常见的营销工具之一。为了在体育产业的生产部门中选择好的促销组合，通过对促销组合和AIDA模型的调查问卷进行回复，收集了30个体育用品公司的营销经理的意见。相关专家验证了问卷的有效性[面孔和内容有效性]，并且由于问卷的不一致率小于[0.1]，证明了问卷的可靠性。为了分析数据，使用了AHP方法和[专家选择11]软件。根据第四级的结果，在广告工具中，重量[0.522]的电视是最重要的因素。在促销组合工具中的第三级，权重为[0.396]的广告和在AIDA工具中的第二级，权重为[0.437]的广告很重要。第四级基于AIDA模型的结果表明，与其他广告工具相比，最终权重分别为[0.510]，[0.496]和[0.499]的电视对于客户的关注和兴趣以及购买行为的重要性最高。 。此外，基于AIDA的第三级结果显示，从注意力方面来看，权重为[0.391]的广告，从兴趣到购买，权重为[0.359]的促销，从行为到购买，权重为个人销售[0.440]中的更为显着。考虑到公司之间的高度完成和市场的快速增长以及消费者行为的快速变化，选择良好的促销组合和优先使用其工具有助于促销目标的实现。

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