نوع مقاله : مقاله پژوهشی
نویسندگان
1 کارشناس ارشد مدیریت ورزشی، دانشکده علوم ورزشی و تندرستی، دانشگاه تهران، تهران، ایران.
2 دانشیار گروه مدیریت ورزشی، دانشکدۀ علوم ورزشی و تندرستی، دانشگاه تهران، تهران، ایران.
3 استادیار گروه مدیریت ورزشی، دانشکدۀ علوم ورزشی و تندرستی، دانشگاه تهران، تهران، ایران.
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The study aimed to explore the creative experiences of modern sports health clubs in the field of advertising. This research was conducted with a qualitative approach and through the phenomenological strategy. Data were collected and analyzed through in-depth and semi-structured interviews using a seven-step phenomenological process. In this study, 14 experienced and knowledgeable individuals, including managers and experts active in the field of sports advertising who participated in the design and implementation of advertising campaigns for these clubs, were interviewed. Through comprehensive library research and evaluation of the results of past studies, important indicators of the creative experiences of modern sports health clubs in the field of advertising were identified and extracted, which included print advertising, TV and radio advertising, email advertising, outdoor advertising, Instagram advertising, video and advertising teasers, and word-of-mouth advertising. It was also found that using these creative ads resulted in a 30% increase in new customer acquisition, 25% in subscription sales, 40% in customer engagement, 15% in customer loyalty, 20% in customer return rate, 50% in new registrations, 30% in in-person interactions, 35% in the number of followers, 40% in site visits, and a 30% increase in website traffic. Therefore, according to the findings, it can be seen that the use of creative advertising in sports health clubs plays a significant role in the growth and development of these businesses, and their owners should expand their activities in this field by using up-to-date marketing strategies and consulting with sports marketing experts.
کلیدواژهها [English]
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