Document Type : Research Paper
Authors
Associate Professor of Sport Management, University of Mazandaran
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 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).
Keywords
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