THE EFFECTIVENESS OF ADVERTISING AND MASS MEDIA IN THE PROMOTION OF PHYSICAL CULTURE AND SPORTS
- Авторлар: Nikolaev P.P.1, Levchenko A.V.2, Zhukova E.I.3, Samigullin R.R.4
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Мекемелер:
- Samara State University of Economics
- Samara State University of Social Sciences and Education
- Samara University
- Шығарылым: № 1 (2025)
- Беттер: 81-88
- Бөлім: Physical education and professional physical training
- URL: https://bakhtiniada.ru/1994-4683/article/view/305004
- DOI: https://doi.org/10.5930/1994-4683-2025-81-88
- ID: 305004
Дәйексөз келтіру
Толық мәтін
Аннотация
The purpose of the study is to assess the effectiveness of advertising and mass media in promoting physical culture and sports.
Research methods: study and analysis of specialized literature and regulatory documents, as well as data from official statistics.
Research results and conclusions. The positive dynamics of the number of individuals engaged in physical culture and sports testify to the effectiveness of advertising and mass media in the promotion of physical culture and sports. One of the reasons for this can be attributed to the mass broadcasting of major sporting events in the media. As a result of the study, an unusual advertising strategy has been identified, distinct from the commercial environment, which is primarily focused on advertising in the internet and social media, while advertising in the sports sector mainly relies on television. The obtained results allow for a conclusion regarding the effectiveness of advertising policies and mass media in attracting the population to a healthy lifestyle and systematic engagement in physical exercises and sports.
Research methods: study and analysis of specialized literature and regulatory documents, as well as data from official statistics.
Research results and conclusions. The positive dynamics of the number of individuals engaged in physical culture and sports testify to the effectiveness of advertising and mass media in the promotion of physical culture and sports. One of the reasons for this can be attributed to the mass broadcasting of major sporting events in the media. As a result of the study, an unusual advertising strategy has been identified, distinct from the commercial environment, which is primarily focused on advertising in the internet and social media, while advertising in the sports sector mainly relies on television. The obtained results allow for a conclusion regarding the effectiveness of advertising policies and mass media in attracting the population to a healthy lifestyle and systematic engagement in physical exercises and sports.
Негізгі сөздер
Авторлар туралы
Petr Nikolaev
Samara State University of Economicsdocent, candidate of pedagogical sciences
Alexander Levchenko
Samara State University of Social Sciences and Educationdocent, candidate of pedagogical sciences
Elena Zhukova
Rais Samigullin
Samara University
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