GRNTI 14.35 Высшее профессиональное образование. Педагогика высшей профессиональной школы
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.
physical culture, sports, advertising, mass media, state program
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