Preference public relation tools based on AIDA model with AHP method for production sector of the sport industry

Document Type : Research Paper

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Abstract

Public relation is one of the important factors in any organization and an inseparable integrant of it. One of the most important and crucial functions of public relations in external dimention, Consists of making a appropriate and reasonable connection on the basis of reson and logic with mass media. For the purpose of selecting the appropriate public relation tool for production sector of the sport industry, 30 marketing managers of companies producing sport productions, responded to the researcher - designed questionnaire based on AIDA model. Validity (face & content) has been proved by experts and its reliability as due to the inconsistency ratio of questionnaires which was less than (0.1) was proved. For data analyses AHP method and Expert Choice 11 software were used. The results showed in forth level seminar and conference holding, for attention and interest- desire & action had the most priority in among of public relation tools. The results based on AIDA model showed in thierd level for attention, public relation and advertising, for interest - desire, sales promotion and for action, personal sales had the most priority.

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References

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