The Effect of Advertising on Adolescent's Attraction to Football Schools in Zanjan City

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.