Title: An evaluation of the communication effectiveness of water polo: a content analytic study in Greece

Authors: Yanni D. Afthinos, Pantelis Nassis, Nicholas D. Theodorakis

Addresses: University of Athens, Athens, Greece. ' University of Athens, Athens, Greece; Stefanias 52, 152 36, Pendeli, Athens, Greece. ' Aristotle University of Thessaloniki, Thessaloniki, Greece

Abstract: The aim of the present study was twofold: to evaluate the communication effectiveness of specific modifications on water polo players| cap; to suggest new ways of further improving the communication of water polo. For the purposes of the study, content analysis was done of published photographs showing water polo teams in action during the 2004-2005 regular season of Division 1 of the Greek National League. The results showed that the sport|s communication elements on the players| cap were not effective primarily due to the small size of the cap as it appears in the photographs, and to the angle from which the photos were taken. The study concludes by emphasising the need to improve the cap design and introduce a full swimsuit as a means to increase the area available for communication purposes, as well as by suggesting that the accredited photographers and mass media print and broadcast head shots of players in order to improve the sport|s image and communication power.

Keywords: marketing innovations; entrepreneurship; sport marketing; marketing communication; product packaging; water polo; Greece.

DOI: 10.1504/IJSMM.2010.029713

International Journal of Sport Management and Marketing, 2010 Vol.7 No.1/2, pp.76 - 90

Published online: 01 Dec 2009 *

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