In the current era advertisement as an element of promotional mix plays an important role in the sustenance of the organization by identifying and introduction of products. Because advertisement is one of most common marketing tools to develop in the market. In order to choose a good promotional mix in production sector of sport industry, the comments of 30 marketing managers of sport products companies were collected by responding to research-built questionnaires of promotional mix and AIDA model. Validity [face and content validity] of the questionnaire was verified by the related experts and their reliability was proved due to inconsistency ratio of the questionnaires that was less than [0.1]. To analyze the data AHP method and [Expert choice 11] software is used. According to the results at fourth level, in advertisement tools, TV with weight [0.522] was the most important factor. At third level among promotional mix tools, advertisement with the weight [0.396] and at second level in AIDA tools attention with the weight of [0.437] were significant. The results based on AIDA model at fourth level, show that for customers attention and interest and act to purchase, TV with the final weight of [0.510], [0.496] and [0.499] respectively had the highest importance in comparison with other advertisement tools. Also, the results at third level based on AIDA showed that from attention aspect, advertisement with the weight of [0.391], from interest to purchase, sales promotion with the weight of [0.359] and from act to purchase, personal selling with the weight of [0.440] are more significant. Considering the high completion between the companies and rapid growth of markets and also rapid changes in consumers behaviors, choosing a good promotional mix and prioritization of its tools help the promotion of marketing goals.
