The Prioritization of Advertising Medias Based on AIDA Model to AHP Method in Production Sector of the Sport Industry

For selection of appropriate promotion mix (APM) of production sector of the sport industry, 30 marketing managers of sport companies responded to questionnaire of promotion mix & AIDA model. Validity proved by experts and reliability due to inconsistency ratio of questionnaires is less than 0.1 can be proved. For data analysis AHP method were used. The results showed in forth level among 17 (APM) tool, TV the weight of 0/522 had the most priority. In third level among (PM), advertising0/396 and second level among AIDA tools attention 0/437 had the most priority. Results AIDA model showed in the forth level, for attention and interest-desire and action, TV adv respectively 0/510, 0/469& 0/499 had the most importance. Results based on AIDA model showed in the third level for attention, advertising 0/391 for interest-desire, sale promotion 0/359 and for action, salesman had the most priority.