THE EFFECTIVENESS OF ADVERTISING AND MASS MEDIA IN THE PROMOTION OF PHYSICAL CULTURE AND SPORTS
- Authors: Nikolaev P.P.1, Levchenko A.V.2, Zhukova E.I.3, Samigullin R.R.4
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Affiliations:
- Samara State University of Economics
- Samara State University of Social Sciences and Education
- Samara University
- Issue: No 1 (2025)
- Pages: 81-88
- Section: Physical education and professional physical training
- URL: https://ogarev-online.ru/1994-4683/article/view/305004
- DOI: https://doi.org/10.5930/1994-4683-2025-81-88
- ID: 305004
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Full Text
Abstract
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.
Keywords
About the authors
Petr Petrovich Nikolaev
Samara State University of Economicsdocent, candidate of pedagogical sciences
Alexander Vasil'evich Levchenko
Samara State University of Social Sciences and Educationdocent, candidate of pedagogical sciences
Elena Igorevna Zhukova
Rais Rafailevich Samigullin
Samara University
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