esmaeel dolatyarri

This paper aims to study the  role of advertising in attracting the male teengers to taekwondo schools in Zanjan based on AIDA model. The research method is of descriptive – correlatinal type carried out as field stady. Its statistical population included all 360 male Taekwondoes in Zanjan( 12 to 18 years old) in 2014. According to Morgan table, the sample size was 186 participants. The data collection tool was the likert 20 questions researcher - made questionnaire whose face and content reliability confirmed by the sport experts and university professors. In order to study its structured reliability discovery and confirmatory analysis have been used and its validity is through calculated by Cronbach alpha coefficient of 80/0 . The questionnaire had four items:1. Attention 2. Interest 3. Desire 4. Action(Persuasion to purchase). In order to analyse the data, two descriptive statistical methods were used(central attitude indices and dispersion indices) and cummucative statistic(the kolmogrove & Smirnov tests,the single sample t, independent t, one way variance analysis , MANOVA and Kruskal wallis test). The results showed that the advertising based AIDA model was effective for attracting the male teenagers to Zanjan Taekwondo schools and among the four items of the mentioned model, the highest average for attracting is related to interest items of the 3/5 average and the lowest of the average for attracting attention of the 1/69 average. the educational level is significant for their attraction as well but regarding the age and history of the championship, belt, significant difference was not reported