Behzad Izadi; Alireza Zare
Abstract
The aim of this study was to develop a local framework for outsourcing commercial advertising in Iranian Premier League football clubs with an interpretive structural modeling approach. The present study was field research in terms of practical purpose and in terms of data collection. ...
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The aim of this study was to develop a local framework for outsourcing commercial advertising in Iranian Premier League football clubs with an interpretive structural modeling approach. The present study was field research in terms of practical purpose and in terms of data collection. Considering the main goal, the research method was qualitative method (Foundation data theory). The statistical population in this study includes experts in the field of sports management and marketing. Using targeted sampling and theoretical saturation techniques, key informants) included 14 experts in the field of sports management and marketing (selected to identify the framework for outsourcing commercial advertising models in Premier League football clubs and semi-structured interviews with them). With the focus groups (it was done and the components and external factors of commercial advertising in the clubs of the Premier Football League were identified. Then interpretive structural modeling was also used as a consensus method. In this study, as can be seen, none of the factors were included in the variable group of autonomy, which means that the relationship between the outsourcing of commercial advertising in the clubs of the Iranian Football Premier League is desirable and strong. But it was clear that components such as efficient manpower, high advertising skills, increased club flexibility, fan loyalty, new business opportunities, affordability, financial and tax dimension, cost control, liberalization Sources fall into the category of dependent variables, which means that the reasons for outsourcing commercials in the clubs of the Iranian Premier Football League are weak but to some extent highly dependent. It was also found that indicators such as the economic dimension and attracting supporters, cultural dimension, quality dimension, club effectiveness, transfer of new technologies, sufficient knowledge, social media support in advertising, advertising feedback, are in the group of independent variables. This means that these indicators have a high impact on the outsourcing of commercials in the clubs of the Iranian Football Premier League. Finally, it was found that the advantage in price, planning, reducing stability and variable costs, the existence of credit control system (club reputation), intellectual property, falls into the group of link variables, which means that the indicators affect the outsourcing of advertising. Commercials in the clubs of the Iranian Football Premier League have a high power of influence and dependence. Any change in the outsourcing of commercials in the clubs of the Iranian Premier Football League should be done by using the necessary strategies in relation to these variables.
Masoud Taghi Abadi; Hamid Taghi Abadi
Volume 5, Issue 2 , February 2018, , Pages 55-67
Abstract
Today, signs have taken over all human lives. Meanwhile, advertising is a sign system that has captured people's minds and eyes all day and night. In the meantime, celebrities are occasionally made to increase the amount of advertising penetration in public. In this regard, the purpose of ...
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Today, signs have taken over all human lives. Meanwhile, advertising is a sign system that has captured people's minds and eyes all day and night. In the meantime, celebrities are occasionally made to increase the amount of advertising penetration in public. In this regard, the purpose of the present article is to present a kind of mythology and a demythologizing of the hidden reality behind the text of the advertisement. In this study, in the form of semiotic theory and analysis of Barth's mythology, two ads have been analyzed to determine the implicit meaning of the second order of the message and the text. Among the numerous advertisements that are being made all over the world with the presence of sports celebrities, this article deals with the semiotics of the advertisement of "Clear" shampoo with the presence of Cristiano Ronaldo, and the "Caspian Motor Oil" with the presence of Javad Nekounam To demonstrate the impact of these people on ad performance. Eventually, the study concluded that these myths represent a reality and show the situation more ambitious than what it is, and thereby reach out to many audiences.