At the beginning of third millennium, the world of sport has been experiencing new marketing techniques to introduce products and services. The purpose of this study was to compare advertising and sales promotion strategies, the effects of different strategies in sport production companies to retain or to gain market share among selected firms, which were active in Iran. The method of survey was descriptive -analytical and some questionnaires were used for collecting data in Likert scale. The validity of the questionnaire were estimated by interview with professors and exports in marketing and sport marketing and the reliability was assessed by using Cronbach's alpha (α= 0.89). Statistical population of the study includes Sport GoodsProducing companies in Iran (N= 180) and 122 firms formed the study sample. For testing the hypothesis, we have used Paired Samples T-Test. The analysis of findings showed that there was a meaningful difference between using advertising and sales promotion strategies. In general, we can say, there are some limited applications of using techniques and methods of sales promotion strategies in Iranian sport industry and methods of advertising. Consequently, regarding the intense competition among companies as well as fast growth of markets and fast changes in consumer's behavior, identifying the best methods for corresponding relationship to customer would be required.

Advertising will be useless if they fail to attract the attention of the audience.The purpose of this s tudy was to inves tigate the changes in the frontal and prefrontal area in connection with the power of the alpha band while watching commercial advertisement. Materials and Methods:The research design was semi experimental and 30 participants (15 men and 15 women) watched two advertises (sports and non-sports). In this research, the Neuro Guide software was used to convert electro-encephalographic data to quantitative data. Results: The results of the s tudy showed that alpha power decreased in mos t of the channels among all individuals during watching the sports advertisements. This decrease was not observed when watching non-sports advertisements. This difference was also examined in terms of gender effect and the results showed that there was no significant difference between male and female. Conclusion: Our data sugges ted that the use of sport elements may enhance attention toward advertisement and lead to a long-las ting and efficacious memory retention.

Background. Attention is considered as a resource for storing and processing memory activities. Without attention, no perceptual processing takes place in the brain as the information (whether visual or auditory) cannot enter the brain. Objectives. The purpose of this study was to investigate and compare the attention of individuals to sports and nonsports advertising using brain activities. Methods. It was a quasi-experimental study investigating two advertisements (sports and non-sports) of Apple Company on 30 volunteers (15 men and 15 women). The Neuroguide software was used to convert electroencephalographic data to quantitative data. Repeated measures ANOVA was used for testing hypotheses in SPSS software. Results. The results showed that there was a significant difference between watching sports and non-sports advertising on people's attention; in other words, sports advertising was able to reduce alpha in the frontal and pre-frontal brain while this decrease did not occur when viewing non-sports advertising. There was no significant difference in attention between men and women. Conclusion. Sport has the potential to attract people's attention, which is one of the main goals of companies and industry owners and can attract more attention in people to the advertised product, resulting in better brand retention and recall, and thus increasing promotional product or brand purchases.