Vol. 9, No 3, 2011 pp. 255 - 263
UDC 658.8:796
Original empirical article

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ATTITUDES OF VARIOUS DEMOGRAPHIC GROUPS TOWARD ADVERTISING THROUGH SPORT AT METU
Slavko Molnar¹, Ljubiša Lilić², Stevo Popović³, Selcuk Akpinar⁴, Damjan Jakšić1^1
1Faculty of Sport and Physical Education, University of Novi Sad, Lovćenska 16, Novi Sad, Serbia
²Faculty of Sport and Physical Education, University of Priština, Dositeja Obradovića bb, Leposavić, Serbia
³Faculty for Sport and Physical Education, University of Montenegro, Narodne omladine bb, Nikšić, Montenegro
⁴Physical Education and Sports Department, Middle East Technical University, 06531 Ankara, Turkey

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Abstract. The aim of this study was to investigate the consequences and impacts of advertising through sport on the attitudes of university stakeholders at the Middle East Technical University in Ankara. The data was collected from ran¬domly selected 173 university stakeholders. According to Pyun (2006), the questionnaire was composed of 45 items regarding attitudes and beliefs and six demographic items which included gender, education level, how much time participants spend watching sports games in a typical day, how often participants participate in sports activities in a month and how often participants purchase sporting goods in a month. Next to the descriptive statistics, the multivariate analysis of variance (MANOVA) and the Hotelling T2 Test were applied to determine the significant difference in attitudes toward advertising through sport among the demographics groups. By analyzing the attitudes toward advertising through sport among various demographics groups, it can be concluded that participants are divided in their attitudes regarding the question of how often they purchase sporting goods in a month.
Key words:  Promotion, Middle East Technical University, Ankara

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STAVOVI RAZLIČITIH DEMOGRAFSKIH GRUPA PREMA REKLAMIRANJU U SPORTU NA METU Ova studija ima za cilj da istraži posljedice i uticaj koji reklamiranje u sport ima na stavove interesnih grupa na METU u Ankari. Podaci su prikupljeni na uzorku od 173 slučajno odabranih učesnika. Prema Pyun-u (2006) upitnik je bio sastavljen od 45 stavova i uvjerenja i 6 demografskih podatka u odnosu na pol, nivo obrazovanja, te koliko ispitanici vremena provode gledajući sportske igre tokom tipičnog dana, zatim koliko često učestvuju u sportskim aktivnostima tokom mjeseca i koliko često kupuju sportske proizvode tokom mjeseca. Pored deskriptivne statistike, primenjeni su multivarijatna analiza varijanse (MANOVA) i Hotelling-ov T² test za određivanje značajnosti razlika u stavovima prema reklamiranju u sportu između demografskih grupa. Analizom stavova prema reklamiranju u sportu među demografskim grupama može se zaključiti da su učesnici ankete podijeljeni u stavovima kada je u pitanju učestalost kupovine sportskih proizvoda tokom mjesec dana.
Ključne reči: Promocija, Middle East Technical University, Ankara