Prioritization of Indicators and Integrated Marketing Communication Tools in The Iranian Clothing and Sports Equipment Industry Based On The Hierarchy Of Effects Model

Abstract

In this research, the indicators and tools of integrated marketing communication in the clothing and sports equipment industry are examined based on Hierarchy of Effects Model. The research method was descriptive-survey and data were collected by a researcher-made questionnaire. The face and content validity of the questionnaire was confirmed by experts and due to the incompatibility rate of the questionnaire (less than 0.1), the research tool had good validity and reliability. The statistical population of the study consists of 38 sports marketing experts and specialists. The data were analyzed through Analytic Hierarchy Process (AHP) and Expert Choice software. The findings showed that creating awareness and knowledge with final weights of (0.278) and (0.255) is significant for cognitive purposes; desire with final weights of (0.257) and (0.232) is significant for emotional goals, and reliability and action (purchase) with final weights of (0.231) and (0.307) are of great importance for behavioral goals in the Iranian clothing and sports equipment industry. Also, the results indicate that advertising with the final weights of (0.313) and (0.260) to create awareness, respectively, and public relations with the final weights of (0.206) and (0.300) to create knowledge are the first priority among IMC tools in HET communication model. Consequently, manufacturers and sellers of clothing and sports equipment are recommended to sell their sports items using integrated marketing communication tools to create awareness and knowledge, desire and craving, and creation of confidence in customers through advertising and public relations, sales promotion, sales personal and direct marketing.