A Qualitative Approach to Modeling the Effectiveness of Sport Brand Placement in the Media

The age we live in is the age of electronics and communication, the age of the emergence of different media in human life. Using the media to introduce sports products to audiences is very effective. The use of sports brand placement in the media and its use in recent years has become one of the most widely used techniques for sport product advertising. The purpose of this study was to design an effective model of sport brand placement in the media using the data base method. In order to carry out the research, a qualitative research approach based on the data base method and semi-structured interviews were used by sports brand experts in the media. The sample size consisted of 12 individuals with theoretical and judgmental sampling logic and up to theoretical saturation. The coding of the data was done using Max Kyoda software. The research findings show the effectiveness of sports brand placement in the media with 10 factors and 50 components including: attitude to film, audience capture, audience position, advertising, dominance of brand placement, product integration with the program, demographic characteristics, personality relationship The sports program is explained by the product, the economic benefits and the sports script.