European Journal of Physical Education and Sport Science
ISSN: 2501 - 1235
ISSN-L: 2501 - 1235
Available on-line at: www.oapub.org/edu
10.5281/zenodo.53172
Volume 1│Issue 3│2016
THE IMPACT OF OUTDOOR ADVERTISING IN FOOTBALL,
VOLLEYBALL AND BASKETBALL OF SANANDAJ CITY ON
ATTRACTING ENTHUSIASTS AND SPECTATORS
Meisam Hasan Zadeh
MA Sport Management, Sanandaj Branch,
Islamic Azad University, Sanandaj, Iran
Abstract:
The aim of this study is to investigate the impact of outdoor advertising in football,
volleyball and basketball in Sanandaj on attracting enthusiasts and spectators, so this
research is descriptive survey. The samples consisted of athletes and spectators in three
fields of soccer, volleyball and handball in the city of Sanandaj in the first six months of
2016. Due to the uncertainty of the exact size of the study, sample size was determined
using Morgan table 384 that data related to400 individual is collected and analyzed. To
collect research data, two questionnaires of demographic characteristics and
environmental impact of advertising self-made questionnaire were used to attract
enthusiasts and sports fans. Face and content validity of the questionnaire was
confirmed by 11 experts in marketing and reliability using Cronbach's alpha was α =
0.85). The data was collected by simple random sampling. And finally, 400
questionnaires were completed and analyzed. For this purpose, the test of K-S,
Spearman correlation test and one-sample t-test was performed using the statistical
package SPSS version 22. The results showed that among the means of outdoor
advertising, the media, billboards and banners were with the greatest abundance and
distribution in the city. And there is an inverse correlation between the effectiveness of
outdoor advertising with age (r387 = 0.34) and education (r399 = 0.28) (P < 0.05); Also, the
visual appeal in design, message transfer, proper placement of outdoor advertising
media and advertising tool based on the type of audience and the general condition of
the effectiveness of outdoor advertising in Sanandaj exercise were inappropriate.
Keywords: outdoor advertising, Sanandaj, billboards, banners Lamppost
Copyright © The Author(s). All Rights Reserved
Published by Open Access Publishing Group ©2015.
57
Meisam Hasan Zadeh THE IMPACT OF OUTDOOR ADVERTISING IN FOOTBALL, VOLLEYBALL AND BASKETBALL OF
SANANDAJ CITY ON ATTRACTING ENTHUSIASTS AND SPECTATORS
Introduction
One of the striking features of contemporary is dramatic and continuous changes that
occur in the social, cultural, political, economic, and technological and their
transnational condition. And organizations operate in a dynamic environment, full of
ambiguity and are active variable (Kerdnaij, 2004). In today's competitive world,
companies will be able to provide your customers more satisfaction; so now that longterm customer satisfaction are the top of their work through the provision of goods and
services with superior value and distinctive, will be more successful companies. In this
incredibly dynamic market, the customer expects organizations that offer the highest
values with the most appropriate price. Organizations are constantly looking for new
and innovative ways to create and deliver value and even name customer value as "the
next source of competitive advantage" (Khanh & Kandampully, 2004). Customer
satisfaction is the main factor in the success of many organizations and in several
studies dealt with the relationship between customer satisfaction and word of mouth
communication, loyalty, repeat purchases and increase profit organizations (FernándezGonzález and Prado, 2007).
Experts have defined marketing and human activity in order to satisfy the needs
and wants through an exchange process. Marketing deals with the identification of
social, humanitarian needs and meeting the needs (Cutler, 2004). Organizations
(whether manufacturing or services) are the most important factor for success need to
consider customer requirements. But it should also be considered customers to meet
their needs have the preferences and based on these preferences, choose their particular
organizations. So one of the ways to success for any organization is to transform one of
the options unconditional customer. This requires that the customer's understanding
and experience as an important factor to be considered, for customers decided to repeat
purchase or take advantage of the services the organization based on their previous
experience of interaction with an organization. If the customer’s experience of the
organization and its services is positive and there is an optimal mental history of the
organization, again referred to that organization. But if his previous interactions with
the organization and his understanding of the organization is not good enough,
likelihood of his reference to it reduced. In the long term, this leads to low efficiency,
effectiveness and productivity of the organization (Mohammadi Alaguz, 2010). Every
organization, big or small, profit or non-profit, domestic or global without having a
sound marketing system will have not any success. Great-profit organizations such as
Citizen chain stores, McDonald's, Sony, National's shoes, Nike, Adidas, all use
marketing. In TV, magazine we see advertising in the marketing field. That is all for
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Meisam Hasan Zadeh THE IMPACT OF OUTDOOR ADVERTISING IN FOOTBALL, VOLLEYBALL AND BASKETBALL OF
SANANDAJ CITY ON ATTRACTING ENTHUSIASTS AND SPECTATORS
customer satisfaction in the competitive world and encouraging people to buy that is
done by a network of activities conducted in humans (Keshkar et al., 2011).
At present, the sport has a role as an economic sector in the production and
consumption of goods and services and economic development of communities
involved in sport. Now, it is a contributing factor in the growth of national economy
and one of the most profitable industries in the 21st century (Consultative Group on
International Tourism Institute of Sport, 2000). Development of sport and its economic
achievements in various fields has made the sports industry. Industry and tourism
firms and commercial establishments in marketing their goods and services have
established wide relationships with arenas and sporting events. To the extent that the
role of sport in economic development of communities and nations in the twenty-first
century merchants compared to other industries worldwide, has become an important
element in the global economic market (Boucher, 1995). Today, $ 152 billion sport
industry of American sports with 50% growth over a decade and 24,000 direct jobs and
5.4 million indirect jobs as the sixth fastest-growing industry in the United States is
Moharramzadeh, 200 . Sports’ marketing is the process of designing and
implementing activities for production, pricing, increased customers and distributors of
a product or service to satisfy the needs and desires of our customers and achieving the
goals of sports organization or company. And it includes all activities designed to meet
the needs and demands of customers’ exercise through the exchange process Cutler,
2009). Marketing is a unique sport because its customers are not like the other products.
Providers sporting events because of the nature of freedom of movement, instability
and uncertainty of events cannot predict relief work (Atqya, 2001). Selecting the type of
marketing and advertising is one of the important decisions that marketing managers
face and since the goal of marketing is to determine which type of ad is chosen; So, the
director of trade, services, government, nonprofits, etc. each deal with different types of
ads (Kotler & Armstrong, 2011).
Among the marketing mix variables, variable promotion (advertising), is of great
importance because customers initially interact with this process and this is advertising
that get customers familiar with its products or services. In fact, communication that the
advertising message is trying to achieve the goals of the audience get the desired
response. Advertising can have an impact on public opinion and behavior changes and
originally means to be a specific opinion (Burton, 1999). In sports organizations, sports
services usually take place, hence, the type of advertising is a campaign for the product
(service) that this type of promotion, we tried that the product (or service) to sell.
On the other hand, advertising channels can have different forms. Television
advertising, radio, telephone, SMS and Internet advertising are the channels that are
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Meisam Hasan Zadeh THE IMPACT OF OUTDOOR ADVERTISING IN FOOTBALL, VOLLEYBALL AND BASKETBALL OF
SANANDAJ CITY ON ATTRACTING ENTHUSIASTS AND SPECTATORS
widely used today. One of the most important and most original promotional channels
that have a long history is outdoor form. Outdoor advertising is a general and nontechnical term that occurs in spaces outside of the home in a variety of shapes. Outdoor
advertising is a specialized branch, new and growing external advertising that the same
should be used (Environmental Advertising Association of America, 2009). Outside the
home means any medium that is in touch with the customer. Outdoor advertising is a
good way to remember the name of the product before the customer's shopping centers
and is the last chance for manufacturers to introduce their products. Changes people's
behavior in the community has increased demand for outdoor advertising in its various
forms. In fact, outdoor advertising is a simple but powerful message for consumers who
are moving and traveling very much, especially at a time when they are present at the
place of purchase, take (Zahedi, 2011).
Ghouchani et al (2013) in a study concluded that all propaganda visual, auditory
and written on passenger cars affect buyer behavior. And their impact on buyer
behavior has different priorities. Based on the results, the directors are recommended
that each of ads with appropriate content relevant section dedicated market and the
impression that some form of advertising does not apply in this industry. Karroubi
(2010) studied marketing experts to assess community attitudes about the influence of
advertising media in the tourism sector. And he concluded that due to the attention
and taking indicators of "availability" and "attractiveness", the newspaper has enjoyed
greater effectiveness; According to the index interest, the newspaper is greater
effectiveness, taking into account the stimulation index of the Order, the Internet is
greater effectiveness. And according to the index pushing shopping, mouth
communication effectiveness is greater.
Zahrab and Sabounchi (2011) conducted a study to compare the effect of visual
and written media in the development of athletic sports marketing and they concluded
that the role of visual media in the development of sports marketing, little attention has
been involved in sports. This along with other factors can be obstacles to the
development of sports marketing as an important factor to be considered in the
development and promotion of the championship. In this regard, Clausson and
Lambretch (2006) in research on marketing channels in professional sports concluded
that Marketing channels increase chainlike which consists of the design, composition,
marketing, distribution and retail. Organizations can do all these things on their own or
leave that to those who can take advantage of competition.
Also, Hutchinson and Rowe (2013) in his book Digital sports media have stressed
sports media to reinforce the importance of technology, power, culture and social
networks. And with examples of the 2008 Beijing Olympics, suggests that media is one
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Meisam Hasan Zadeh THE IMPACT OF OUTDOOR ADVERTISING IN FOOTBALL, VOLLEYBALL AND BASKETBALL OF
SANANDAJ CITY ON ATTRACTING ENTHUSIASTS AND SPECTATORS
factor that sooner or later lead to the development of sports technology and will create
new markets for this area. With a little vision can be one of the most important and
most basic forms of outdoor advertising is advertising on sports markets. And each day
around the city, you can see the works of outdoor advertising sports, especially sports
brands. However, it should be noted that the market could be a suitable venue for
sporting events in addition to the advertising industry, for its exercise can also be an
ideal environment. And this is one of the reasons that the sports industry has been able
to attract many customers. So, the question comes is that what is the extent the impact
of outdoor advertising in the sports of soccer, volleyball and basketball in attracting
enthusiasts and spectators and since so far, no research on the impact of outdoor
advertising in sport in the province and even the country (Iran) has not been done,
doing this research seems necessary.
Methods
The aim of this study is to investigate the impact of outdoor advertising in football,
volleyball and basketball in Sanandaj on attracting enthusiasts and spectators, so this
research is descriptive survey. The samples consisted of athletes and spectators in three
fields of soccer, volleyball and handball in the city of Sanandaj in the first six months of
2016. Due to the uncertainty of the exact size of the study, sample size was determined
using Morgan table 384 that data related to400 individual is collected and analyzed. To
collect research data, two questionnaires of demographic characteristics and
environmental impact of advertising self-made questionnaire were used to attract
enthusiasts and sports fans. Face and content validity of the questionnaire was
confirmed by 11 experts in marketing and reliability using Cronbach's alpha was
α=0. 5 . The data was collected by simple random sampling. And finally, 400
questionnaires were completed and analyzed. For this purpose, the test of K-S,
Spearman correlation test and one-sample t-test was performed using the statistical
package SPSS version 22.
The results showed that among the means of outdoor advertising, the media,
billboards and banners were with the greatest abundance and distribution in the city.
And there is an inverse correlation between the effectiveness of outdoor advertising
with age (r387=0.34) and education (r399 = 0.28) (P<0.05); Also, the visual appeal in
design, message transfer, proper placement of outdoor advertising media and
advertising tool based on the type of audience and the general condition of the
effectiveness of outdoor advertising in Sanandaj exercise were inappropriate.
European Journal of Physical Education and Sport Science - Volume 1 │ Issue 3 │ 2016
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Meisam Hasan Zadeh THE IMPACT OF OUTDOOR ADVERTISING IN FOOTBALL, VOLLEYBALL AND BASKETBALL OF
SANANDAJ CITY ON ATTRACTING ENTHUSIASTS AND SPECTATORS
Results
The results showed that among the means of outdoor advertising, the media, billboards
and banners were with the greatest abundance and distribution in the city and other
tools are very low and rarely used for outdoor advertising in sport (Table 1).
Table 1: Table abundance of outdoor advertising tools
Advertising medium
Relative abundance
Advertising Billboards
53%
Lampostt Banner
29%
Other tools
18%
Also, with the implementation of the Spearman correlation coefficient, it was found that
there is an inverse correlation between the effectiveness of outdoor advertising with age
(r387 = 0.34) and education (r399 = 0.28) and (P < 0.05) with this interpretation with age and
education, reduced environmental impact advertising, but there is no significant
relationship between the effectiveness of outdoor advertising with sex (table 2).
Table 2: Spearman correlation results
Education level
age
sex
variable
-0.28
-0.34
0.08
correlation coefficient
0.01
0.01
0.45
significance level
399
387
375
number
Effectiveness of outdoor advertising
In other research, according to the normal distribution of data using K-S, one-sample ttest was used to check the status of outdoor advertising in sports (football, volleyball
and basketball). The results are shown in Tables 3 to 7.
Table 3: One-sample t-test results visually interesting design elements
significance
level
0.001
t
-31.26
Degrees of
Statistical
freedom
mean
398
mean
3
2.45
statistics
component
Visual appeal in
design
According to the results of the one-sample t-test, visual appeal in the design of outdoor
advertising media is significantly unsuitable (P < 0.01, t = 31.26).
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Meisam Hasan Zadeh THE IMPACT OF OUTDOOR ADVERTISING IN FOOTBALL, VOLLEYBALL AND BASKETBALL OF
SANANDAJ CITY ON ATTRACTING ENTHUSIASTS AND SPECTATORS
Table 4: One-sample t-test results velocity conveying the message
significance
level
t
0.001
-17.90
Degrees of
Statistical
freedom
mean
399
mean
3
2.63
statistics
component
Message Transfer
Rate
According to the results of the one-sample t-test, outdoor advertising media message
transfer is significantly unsuitable (P < 0.01, t = 17.90).
Table 5: Locating components suitable single-sample t-test results
significance
level
t
0.001
-8.03
Degrees of
Statistical
freedom
mean
397
statistics
mean
3
component
2.78
Locating the
appropriate
According to the results of the one-sample t-test, the proper placement of outdoor
advertising media is significantly unsuitable (P < 0.01, t = 8.03).
Table 6: The one-sample t-test results component promotional tool based on the type of
audience
significance
level
t
Degrees of
Statistical
freedom
mean
mean
statistics
component
Advertising tool
0.001
-4.54
399
3
2.82
based on the type of
audience
According to the results of the one-sample t-test, install a promotional tool based on the
type of audience is significantly unsuitable (P < 0.01, t = 4.54).
Table 7: The one-sample t-test results variable the effectiveness of outdoor advertising
significance
level
0.001
t
-13.19
Degrees of
Statistical
freedom
mean
399
mean
3
2.66
statistics
component
Effectiveness of
outdoor advertising
According to the results of the one-sample t-test, the effectiveness of outdoor
advertising is significantly unsuitable (P < 0.01, t = 13.19).
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Meisam Hasan Zadeh THE IMPACT OF OUTDOOR ADVERTISING IN FOOTBALL, VOLLEYBALL AND BASKETBALL OF
SANANDAJ CITY ON ATTRACTING ENTHUSIASTS AND SPECTATORS
Discussion and Conclusion
Increasing activity and growing patterns of movement and the movement of customers
increased peripheral advertising audience. Study and understanding of consumers'
lives could change the outdoor advertising media to make science-based marketing and
adjacent to the audience (Environmental Advertising Association of America, 2009).
Marketing spending on outdoor advertising in 2008 is about 6.99 billion dollars in the
United States of America that billboard advertising costs 66%. As well as outdoor
advertising is very important internationally and about 14% Propaganda of China and
Japan and more than 10% Advertising of France and Greece will be spent on outdoor
advertising (outdoor advertising associations America, 2009).
Research results also showed that more than half the volume of outdoor
advertising is on Billboards in Sanandaj and this can highlight the importance of this
medium in comparison to other advertising media environment. Billboards have many
advantages over other media. In this regard, we can mention the potentially placing ads
near the point of sale, repetitions of the environment and exposure to regular travelers,
high availability, presence and visibility 24 hours, geographical flexibility for local
advertisers, economic efficiency low production cost, visual impact and creativity of the
size of the ad's message (general and Jagnhimer, 2004; Sysores et al., 2002; Taylor, 1997).
With this interpretation, the result can be considered reasonable because Sanandaj
outdoor advertising experts may also be due to the above reasons that have to do most
of their advertising billboard media. On the other hand, the results showed a significant
inverse relationship between education and age. In fact, with the aging of the customers
and also by improving their educational level, the environmental advertising is
reducing its effect. In general, it should be noted that one of the techniques of
psychology in advertising and promotions is enlargement of advertising. Vendors
highlight the strengths of your product or service aim to promote and sell their
products and services. However, with increasing age and education, they are expected
their logical thinking and analytical power are increased and are less influenced by
advertising magnification and we should consider advertising appropriate to their age
and education, so the results can also be reasonable.
Another result of the research shows visual appeal unfavorable situation in the
design, message transfer, locating the appropriate media, outdoor advertising and
Advertising tool based on the type of audience and the effectiveness of outdoor
advertising was generally poor. It should be noted that in certain cases the outdoor
advertising must be met to add its efficiency and effectiveness. For example, outdoor
advertising should be such that at first glance attracted the audience's attention and
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Meisam Hasan Zadeh THE IMPACT OF OUTDOOR ADVERTISING IN FOOTBALL, VOLLEYBALL AND BASKETBALL OF
SANANDAJ CITY ON ATTRACTING ENTHUSIASTS AND SPECTATORS
create long-term storage in mind. For this purpose, proper and accurate color
combinations and uses a low clock but full of content, appropriate fonts, text, symbols
mind clear and understandable, and attractive images associated with the type of
product or service, creativity in advertising should be used. In this study, the outdoor
advertising tools in their sample have not been able to make that sense. Also, for
outdoor advertising media, we should have a good location where customers have high
traffic and is widely visible in different directions. Also, geographically, it should have
a large dispersion in the city so that potential customers can see it. This is while
exercising outdoor advertising in the city of Sanandaj is not appropriate and more was
scattered around the halls and sport facilities. While, in terms of traffic potential
customers, there are better places in the city that the advertising can place. In terms of
age appropriateness of advertising, it should also be stated that the majority of outdoor
advertising did not observe Sports Sanandaj age appropriateness. And for all ages, the
same advertising model has been used which use, stereotyped and repetitive methods.
And in terms of creativity and initiative, it was at a low level. However, using various
and unique creation, different advertising and design can be prepared for different
ages.
Finally, according to the results it is recommended that the design of outdoor
advertising and the use of tools and advertising media, advertising experts with the
expertise, the advertising effectiveness increases and in order to achieve the objectives
of vendors and providers of goods and services sport, positive steps and a better
harvest should be designed.
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