Designing an Effective Model of Advertising Campaigns for (Snack) Food Products

The purpose of this study is to design a model to increase the effectiveness of advertising campaigns for food products, in particular, snacks.

This is mixed-methods and developmental research. Its participants, in the qualitative part, included marketing professors and experts, selected by the purposive sampling technique. In the quantitative part, the statistical population consisted of 374 customers (snack food consumers) of Shahrvand Chain Stores in Tehran. In this research, interviews and questionnaires were used to collect data. Validity and reliability were confirmed. To analyze the data in the qualitative part, Thematic analysis (MAXQDA) and in the quantitative part, structural equations (Smart PLS) were used.

The findings led to the identification of five main themes including; Background, organizational, level of engagement, competitive effects and consumer behavior, and 14 sub-themes were identified for the effectiveness model of food-snack advertising campaigns. Also, the results show a significant effect of contextual, organizational variables and level of involvement on consumer behavior and competitive effects.

It is necessary to pay full attention to the five main contents, fourteen sub-content, related concepts and use them properly with full awareness in order to be success in the food- snacks industry products advertising campaigns effectiveness.