Document Type : Research Paper


1 MSc‌ of‌ Sport Management, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz, Iran

2 MSc‌ of Sport‌ Management, Department of Physical Education and Sport Sciences, Payame Noor University, Karaj Branch, Karaj, Iran (Received: 2016/4/16;Accepted: 2016/8/27)


The aim of this study was to examine the effect of advertising based on AIDA model (attention, interest, desire and action elements) on male adolescents’ attraction to football schools in Zanjan city. The statistical population included 300 male registrants (age range: 12-19 years old) in football schools in Zanjan city in 2014. According to Morgan sample size table, 169 participants were selected as the sample.­ Data­ were collected­ by a Likert 20-item researcher-made questionnaire. The face and content validity was confirmed by­ 10 experts and academic professors. The reliability was calculated by Cronbach alpha coefficient­ (90.0). For data analysis, descriptive statistics (central tendency indexes and dispersion indexes) and inferential statistics (Kolmogorov - Smirnov, the one sample t test, U – Mann Whitney, Kruskal Wallis test and Wilcoxon test) as well as SPSS16 and Excel were used. ­The results indicated that advertising based on AIDA model was effective to attract male adolescents to football schools in Zanjan city. Among the four mentioned elements, interest and desire were more effective than other elements to attract adolescents. So, the authorities are recommend to increase the attraction in football schools by focusing on effective elements of advertisement


1. Khodadad Hoseini, A., Rosta, H., & KhaliliShojaei, V. (2011). Advertisement theory to practice (1st ed). Tehran: Horofieh Publication, p. 24 (Persian).
2. McDonough, J.(2003). Encyclopedia of Advertising, Fitzory Dearborn–An imprint of the Taylor and Francis Group, New York, First Edition, pg.1254.
3. Anonymous(2010). Marketing­– print advertising, Marketing Weekly News, Atlanta, pg 25.
4. Roosta, A., Venus, D., & Ebrahimi, A. (2012). Business management (16th ed). Tehran: SAMT Publication, p. 371 (Persian).
5. Hackley.C.(2005), Advertising and promotion: communicating brands, SAGE, London, pg 36.
6. Mack­kay. A. (2005). The practice of Advertising, 5 th Ed, Sydney: Elsevier Butter worth- Heinemann,pp 64-70.
7. Brierley . S. (2002). “ The Advertising” Hand book, Routledge, London: uk.
­8. Mohammadian, ­M.­(2012). Advertisement management, Horoofieh publication,Tehran, p. 128. (Persian)
9. How kinz, D. (2007). Behavioral consumer Analytical: concepts &Theories, cases & practices, marketing British library catalouging, oxford.pp: 174-176.
10. Motallebi, M. GH. (2011). Investigating AIDA model application on bank costumers` mental & behavioral reactions in Zanjan and proposing a model. (Unpublished M.A dissertation). Islamic Azad University, Zanjan Branch. (Persian).
11. Belch, G. & Belch, M. (1998). Advertising and promotion, Homewood, New York Fourth Edition, pg. 102.         
12. liesse, J. & Levin, G. (1994). Advertising, Advertising Age, Chicago, vol.65,
13. Naderi Nasab M, Ehsani M, Khabiri M, Amiri M and Gharehkhani H. (2012). A survey in Current Situation of IRI Footbal Federation and its strategic Situation. Sport Management Journal. No 9, P.21.
14. Asgari Khanghah A, hasanzadeh A. (2003). Journal of Social Sciences. No 19, pp. 105-123
15. Esmaeili, N., & Goodarzi, M. (2014). Ranking public relations tools based on AIDA Model in industrial production sector through AHP method. Sport Management and Motor Sciences Researches, 1 (1), pp. 29-38 (Persian).
16. Hoseini, S. Z., Hoseini, M. H., & Bagheri, S. M. (2011). TV ads on attracting customers based on AIDA model and delivering teaser. Journal of the Management`s Researches, 2(5), pp. 42-58 (Persian). 
17. Rostaei, A. Haghighi, M. Roshan, S.A. (2009). Evaluating the effectiveness of     Zarinqazal (Daity) industrial Co`s advertisements using AIDA model, accessed from following web address: (Persian)
18. Harati Sani M and Hooshangh A. (2008). “A survey Evaluation of Insurance Advertisement Effectiveness on Consumer Behavior Based on AIDA model”. Access on:      
19. Maleki, A (2006). Evaluating advertisement effectiveness on food industry (Kaleh industrial group) based on AIDA model. master dissertation, Tehran University, pp- 85-96 (Persian).
20. Agha Mohseni Fashami, A. (2012), “Evaluating the effectiveness of Parsian life insurance and life invest capital TV ads”. M.A Dissertation, Tehran University, pp. 34-45 (Persian).
21. Saei, A., Naeichi, M., Rezaie, M. (2011). “Relationship between ads and tourist absorption in Iran (case study: Isfahan foreign- cultural tourists)”. Journal of Historical Sociology, 1 (4), pp. 23-68 (Persian)
22. Motallebi, M., Alipoor, M., & Khodaverdi, Y. (2013). Investigating AIDA model       applications on psychological and behavioral reaction of bank customers and delivering model. M.A Dissertation, Islamic Azad University, Zanjan Branch, pp. 95-102.‌ (Persian).
23. Afjeh, S. A., & Mansoori moayed, F. (2012). Evaluating commercial advertisement related to Maskan Bank services. Promption & Revolution Management Quarterly, (47), pp. 42-57 (Persian).
24. Rabii, A., Mohammadian, M., Baradaran Jamili, B. (2014). “Evaluating the effectiveness of Parsian Bank ads and recognize the most important factor in growing effectiveness of it in Tehran”. Journal of  Modern Researches in Marketing, 1 (2), pp. 45-63 (Persian).
25. Karrobi M and Mohammadian M. (2013). “Measurement of Tourism viewpoint about Media Advertisement Effectiveness in Travel Agencies. Journal of Social Sciences, no 45, pp. 12-22
26. Amiri, A. (2008). Investigating TV ads on attracting non-profit account for Tejarat Bank. MA Dissertation, Shahid Beheshti University, pp. 23-35 (Persian).
27- Moore, R,L. &­ Stanley, T,J.(2002). The effect of Marketing- research journal of
        marketing research 15, PP; 222-231
28. Z.kumar Gupta, D.(2007). Impact of celebrity Endorse ment on consumer Buying Be haviour and Brand Building, Department of Business Management, GJ. University Hisar (In dia) January 1, 2007 , pg 65.
29. Yeva Martinez, Teresa Montaner, jose M. pina (2010). Brand extension feed back: The role of advertising, journal of Business Research 62 (2009) 305-313
30. Wang.Lee, Moore. Clint (2011). “ impact of sport Environments advertising on consumer behavior with other environments”. Econmic science Magazine, volume: v lssue: I pages: 58-75.
31. S.M.I­llyashenko I.Y.Ivanitskiy (2012). Marketing Menedzment Innovacij, sumy state university, PP57-66
32. Owolabi,A.O., & Mag bagbeola,­J,A.(2013).The impact of adver tising on the sales of insurance products in sub- Saharan Africa-International journal of current research, 3 (6),251-250
33. Moosavian‌, A., Firoozian, A., & Farhangi, M. (2010). Investigating effectiveness of Iranian National Gas Co. to optimize consumption. Journal of Marketing Management, 4 (7), p. 28 (Persian).