Masoumeh Kalateh Seifari; Masoume Mohammadi
Abstract
The aim of this study is to investigate the effect of Navad program on marketing mix in Iranian primary football league.This research is Exploratory and has a quality nature. In this study was used the Grounded Theory and Glazier approach. Documentary research population carried out in the field of research, ...
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The aim of this study is to investigate the effect of Navad program on marketing mix in Iranian primary football league.This research is Exploratory and has a quality nature. In this study was used the Grounded Theory and Glazier approach. Documentary research population carried out in the field of research, coaches players and referees of Iranian primary football league as well as university professors. sampling was done purposive and people were under semi-structured interviews. then the data from 14 interviews were analyzed with using the Grounded Theory. In the axial coding phase the codes from interviews were became into 129 distinct codes after the clearance. By reviewing and comparing these codes, it was found that all of the codes can be divided into 60 concepts and 5 main category: in the way that the nature of football has 17 concepts, the League's capabilities has 19 concepts, the National Media Capacities has 10 concepts, the category of Navad program has 3 concepts and the category of powerful executive of program has 8 concepts. In addition to 3 concepts were identified as concepts in the category of popularity and acceptance of Navad program. Furthermore 5 categories were identified in consequences section. Finally The results show the promotion of marketing of Iranian football. The suggested model of research showed that a successful football history program will lead to the increase of primary league audience and will have material and spiritual benefits and will be an important step towards professional of Iranian football clubs.
ali mohsenifar; morteza dousti
Abstract
Advertising, as one of the most essential elements of modern marketing, is the main focus to directing the opinions, attitudes, and expectations of customers, and ultimately the occurrence of behavioral reaction that is buying the intended product. Hence, the aim of this study was the Estimating the ...
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Advertising, as one of the most essential elements of modern marketing, is the main focus to directing the opinions, attitudes, and expectations of customers, and ultimately the occurrence of behavioral reaction that is buying the intended product. Hence, the aim of this study was the Estimating the Economic Value of Navad Programs Ads for Organization of Broadcasting. This was an applied research, and the method for collecting information and data was in a desk (library) way and, based on advertising tariffs, obtained from the IRIB website. Then, using the data obtained from the advertising tariff, Data analysis is based on Excel software. The results indicate that IRIB's revenue from advertising of NAVAD program in the year 2018 was $ 5 billion and 400 million Tomans per week, $ 21 billion and 600 million Tomans per month, and $ 1 trillion and 123 billion and 200 million Tomans per year, respectively. Thus, according to the research findings, IRIB officials are suggested to increase their advertising revenue from ads of the program with an emphasis on planning and re-broadcasting the NAVAD program from Channel 3 (TV 3).
Vahid Makizadeh; Adel Mohebbi; Fatemeh Sharaei
Abstract
The Purpose of this paper is to investigate the consequences of brand personality appeal (BPA) in the sports program (90 TVprogram). After the literature review and inline with the previous researches, thetheoretical framework was presented and tested. This research used convenience sampling as a sampling ...
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The Purpose of this paper is to investigate the consequences of brand personality appeal (BPA) in the sports program (90 TVprogram). After the literature review and inline with the previous researches, thetheoretical framework was presented and tested. This research used convenience sampling as a sampling method. The reliability of the questionnaire was 0.876 using Cronbach's alpha coefficient.Hypotheses were tested by confirmatory factor analysis (CFA) and structural equation modeling (SEM) using Amos 24 software.The results indicate that advertising appeal has positive impact on brand personality appeal. Brand personality appeal also has positive impact on relationship quality, brand loyalty, and brand attachment. Relationship quality and brand loyalty also have positive impact on word of mouth. Attachment to the brand has positive impact on relationship quality and brand loyalty.
Masoud Taghiabadi; Hamid Taghiabadi
Abstract
This paper aims to discourse analysis the concept of judgment in the Ninety (90) TV Program and understands how this program has Constructed the meaning of the judgment in football. in this paper, the authors attempt to analyze two programs with the subject of judgment on November 18, 2013 and ...
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This paper aims to discourse analysis the concept of judgment in the Ninety (90) TV Program and understands how this program has Constructed the meaning of the judgment in football. in this paper, the authors attempt to analyze two programs with the subject of judgment on November 18, 2013 and March 11, 2013by using critical discourse analysis method and conflating Laclau and Mouffe with Fairclough and Van Dijk's approaches and purposeful sampling to identify the discursive system of the program and highlights nodal points and moments. The results of this research indicate that in this program, the nodal point of Adel Ferdowsipours' discourse is management, which interaction and correct legislation are its moments. Also, management, affirmative policy, desirability of performance and desirability of judgment are the nodal points of the program's participants that Using the floating signs and mo,ents of education, management, technology orientation, discipline, forethought, community-based, people-centered, honesty, connoisseurship and physical readiness, Which shaped in a Chain of equivalence, their discourses of judgment and the discursive system of the program. In fact, based on the findings of the research, the desirability of judgment to a degree is related to the type of policy, the performance of the managers of the country's sport and organization, professional training of referees, attention to technical and professional aspects of judgment, including technology orientation, discipline, physical fitness, as well as the correct legislation of decision making bodies in the field of Sport.