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چکیده
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In order to choose a good promotional mix in production sector of sport industry, the comments of 30 marketing managers of sport products companies were collected by responding to research-built questionnaires of promotional mix and AIDA model. Validity [face and content validity] of the questionnaire was verified by the related experts and their reliability was proved due to inconsistency ratio of the questionnaires that was less than [0.1]. To analyze the data AHP method and [Expert choice 11] software is used. According to the results at fourth level, in advertisement tools, TV with weight [0.522], in public relations tools, seminar and conference [0.657], in sale promotion tools, gifts [0.260], in personal sale tools, face to face selling [0.841] were the most important faction ors. Among 17 promotional mix tools [as choice] analyzed based on AIDA model, for customers awareness and interest, TV commercials with the weight of [0.173] and [0.142] respectively had the highest importance. From action aspect, personal selling with the weight [0.440] was at the first priority. In the second level, among AIDA tools awareness and attracting the attention with the weight [0.437] was in the first priority. Considering the high completion between the companies and rapid growth of markets and also rapid changes in consumers behaviors, choosing a good promotional mix and prioritization of its tools help the promotion of marketing goals.
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