با همکاری مشترک دانشگاه پیام نور و انجمن علمی مدیریت ورزشی ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

دانشگاه مازندران

چکیده

تبلیغات به‌عنوان یکی از مهم‌ترین عناصر بازاریابی نوین، محور اصلی برای جهت دادن به عقاید، نگرش و انتظارات مشتریان و درنهایت بروز یک واکنش رفتاری که خرید محصول موردنظر می‌باشد، مطرح است. از این‌رو هدف از پژوهش حاضر برآورد ارزش اقتصادی آگهی های تبلیغاتی برنامه نود برای صدا و سیما بود. این پژوهش کاربردی و روش جمع‌آوری اطلاعات و داده‌ها به‌صورت کتابخانه‌ای بوده و بر اساس تعرفه آگهی تبلیغاتی از سایت سازمان صداوسیما اخذ گردید. تحلیل داده ها بر اساس نرم افزارExcel انجام گرفته است. نتایج نشان می‌دهد که درآمد صداوسیما از آگهی تبلیغاتی برنامه نود در سال 1397، در هفته 000/000/400/5 تومان، در ماه 000/000/400/21 تومان و در سال 000/000/200/123/1 تومان درآمد داشته است؛ بنابراین با توجه به یافته‌های پژوهش به مسئولان صداوسیما پیشنهاد می‌شود با تأکید بر برنامه‌ریزی و پخش دوباره برنامه نود از صدا و سیما، درآمد خود را از محل آگهی‌های تبلیغاتی این برنامه افزایش دهند.

کلیدواژه‌ها

عنوان مقاله [English]

Estimating the Economic Value of Navad Programs Ads for Organization of Broadcasting

نویسندگان [English]

  • ali mohsenifar
  • morteza dousti

چکیده [English]

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).

کلیدواژه‌ها [English]

  • Economic Estimation
  • IRIB (Islamic Republic of Iran Broadcasting)
  • Advertisements
  • Football
  • NAVAD Program
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