RELATIONSHIP BETWEEN ADVERTISEMENT STRATEGIES OF PRODUCTS AND SPORTS PROMOTION IN ILORIN METROPOLIS
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2013-10-30
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Abstract
The paper examined relationship between advertisement strategies of products and sports promotion in Ilorin metropolis, Kwara State. Descriptive research design of survey method was adopted for the study. In all, 300 respondents were selected through stratified random sampling technique. The instrument used for this study was structured questionnaire that had been thoroughly validated by experts on the field and reliability coefficient correlated of 0.78 was obtained with the use of test re-test method. Three hypotheses were tested for the study. Data collected were analyzed using mean with standard deviation, and Pearson product moment correlation coefficient (r) statistical method. The results showed that branding as strategy in advertisement strongly related with sports promotion. Direct marketing strategies of sports products had greater relationship with sports promotion. Direct marketing strategies of sports products had greater relationship with sports promotion efforts. Based on these findings, the study recommended that sports marketers should endeavor to integrate branding strategy into the goods and services for sports promotion. Sport marketers also should ensure proper products placement strategy for goods and services for sport promotion.
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strategy, integrate, advertisement, stratified