سارا صفاری

Advertising is an effective marketing medium for attracting consumers and acts as a link between the brand and its customers. The efficacy of this contact network, on the one hand, depends on determining the target group and the effectiveness of advertising messages. On the other hand, advertising effectiveness is not limited to product purchases but instead involves aspects of awareness and the intention to buy. In a competitive market between companies, advertisement is relevant, and most Iranian industrial design companies are less attentive to the issue of advertising, resulting in many challenges in the country. Since traditional advertising does not completely fulfill the needs of this market, the importance of advertisement in defining and generating the need and the use of the advertised subject should be considered in a wide scope. In order to improve the production and development of industrial design firms, this study aims to provide an appropriate model to enhance the advertising process, and its main objectives are to identify the main and sub-indicators of advertising effectiveness at home and abroad. It also tries to assess the most detailed and effective advertising model to develop production and the booming of the industrial design companies in Iran.

This study used both qualitative and quantitative methods. The indicators are derived from the study literature in order to determine the frequency of indicator repetition based on the status of the paradigms, the degree of repetition, and the commonality of the sum of extracted indicators in the former. Using Grounded Theory and the Strauss and Corbin approaches, the success indicators of the identified paradigms (foreign companies of Apple, Samsung, IKEA, and Ziba Design) were determined from the consumers' perspective, and the similarities and discrepancies between indicators were established. Sub-indices with the highest frequency were coded, and a model was presented. In the quantitative approach, descriptive and inferential statistical methods were used to review and test the proposed model. So, a questionnaire containing 3 demographic questions (age, education, and gender) and 45 questions with 5 point Likert scale were designed. Second, the sample size was identified using the random sampling method. The questionnaire was distributed among 384 customers of 4 domestic companies, including Rasmeh Design Studio, Exir Design, Pars Khazar, and Forminic Product Design. Data were collected and analyzed. The validity and reliability of the questionnaire was confirmed using the content method (expert opinion), Cronbach's alpha, and model validation was confirmed using Smart Pls software.

40 indicators with the highest frequency, which were ignored by domestic industrial design firms, were chosen based on the indicators of international companies Samsung, Ziba Design, IKEA, and Apple, and classified and coded in four categories: communication with the consumer, announcements, marketing, and products and services. The suggested model was presented in relation to advertisement efficacy, with four hypotheses elucidated. The validity of the model was confirmed using the validity index and the redundancy check. The Smart Pls least squares technique was used to test the relationship of the examined variables in each of the study hypotheses based on a causal structure. The measurement model (the relationship of each visible variable to the hidden variable) and the structural model (the relationship of the hidden variables to each other) were determined in the general analysis model. The t-statistic was calculated using the bootstrapping technique to determine the significance of the relationships. The effects of a relationship with customer, announcements, marketing and products and services on advertising mechanism were calculated 0.468, 0.356, 0.448, and 0.337, respectively.  The test probability statistics for each hypothesis were 10.0199, 3.062, 8.101 and 4.912, respectively. As they were greater than the critical value for t, 1.96, the effects were considered significant. Therefore, all hypotheses were significant at the 95% confidence level.

The findings revealed that changing the advertising mechanism requires more than just announcements and advertisements. Particular attention should be given to the product and service categories. The indicators identified in this category demonstrated that carefully evaluating the opportunity value of the product and service, taking into account affordance, applying Gestalt in product integration, evaluating the consumer experience and analyzing Kano, and developing flexible samples and serializations will improve productivity and help the business grow. In order to reach the announcing stage, motionography and infographics must be used to introduce and portray the brand and product, as well as viral marketing on social networks and the use of hidden and explicit advertising in the media and community. The findings highlight the importance of paying attention to the customer's familiarity with the goods, expressing the possible advantages of purchasing and consuming products, considering the thoughts and needs of customers, and taking into account the desires and expectations of customers. Competitive competition can help the R&D department of domestic industrial design firms identify the demand and evaluate competitors, and content marketing and announcements lead to easy access to the desired product or service. The study of ethnography and demography in order to extend a company's branches will contribute to the systemic development of the company. Using various advertising methods can result in adequate consumer awareness of the product and sales growth. The implementation of a strategy in line with the company's business goals leads to constant communication with customers, depending on the extent and geographical area of the company's operation.

The species of the genus Alosa are very similar to each other in terms of morphology and cannot be identified easily. The present study used geometric morphometric techniques based on outline techniques on scales of the genus Alosa in the southern Caspian Sea, as the simple methods to identify fishes, on the specimens collected in the Southern Caspian Sea, i.e. Parehsar, Anzali, Roodsar and Tonekabon. Three species were found among the samples, i.e. A. braschnikowi, A. caspia and A. kessleri. Some scales from the ventral part of the body (keel) were removed and photographed. The wavelet analysis was performed using shapeR in the software R and canonical principal coordinate analysis were then applied on the scores produced by the wavelet analysis. Also, a Fourier analysis was performed on the outline of the scales followed by pairwise T2 Hotelling tests on the coefficients of the Fourier analysis. Our results indicated that there was a significant difference between A. braschnikowi and A. caspia in shape of the scales.

Nowadays, industrial design has allocated a special place to itself in the field of products marketing and development, both at national and international levels. Advertising can be a connection bridge between company and customers, the customers are fully identified and the messages of the company are effectively transmitted to them. The purpose of the present research is to present an effective advertising model for companies with an industrial design unit. Therefore, the present research is descriptive-analytical with the Inductive approach and the collection of required data was performed based on the library and document mining study, and also considering the comparative comparison of four domestic industrial design companies with four foreign industrial design companies. Based on this comparison, 82 effective advertising indicators were identified. Using content analysis method, their similar and different aspects were addressed and using MAXQDA software, the difference, similarity, evidences, and foundations of each one of these desired phenomena are explained, and 40 indices with the highest frequency that have not yet been used by Iranian industrial design companies were classified into four categories such as customer relationship, marketing, products and services, and announcements,and a model was designed based on them. Finally, some suggestions based on the research findings were presented.The result is that, for a dynamic and effective advertising, the Iranian industrial design companies require to employ the novel approaches which most of the superior companies utilize to compete and even to proceed in the market. To this end, some suggestions are offered.

Postmodernism attitude towards ?all of the arts varies from one art filed another both in terms of motivation and temporal framework. The issue has been largely attended to and investigated in various areas of art by the contemporary critics. Douglas Crimp is amongst the contemporary art critics whohave investigated visual arts, especially the effect of photography on the paintings as well as the functions of museums in modernism era and their whereabouts in the postmodernism era based on Walter Benjamin’s discussions onthe process of mass reproduction and also the archeological notions proposed by Michel Foucault. Thus, the present study aimed to analyze their ideas about the postmodernism art events in order to elucidate the end of painting theory and the effects of photography and the mass reproduction process on the failure of the originality and the dissolution of the sacred Aura of the artworks which will finally lead to such a crisis as the isolation of the museums in the contemporary era. Based on the findings of present study, Crimp’s opinion has been based on this important principle stating that art postmodernism is radically segregated from artistic modernism and the painting dominance era; the main questions of the present study is that, from Douglas Crimp’s perspective, what approach, in the contemporary era, has made the art world face the annihilation and death of painting and how it has influenced the function of the museums in the present era? Finally, the result obtained based thereon is that, considering his notions, the minimalist art, pop art, photography followed by mass reproduction and propagation as well as the shift towards audience-orientation are the most important reasons giving rise to the widening of the distance between painting and the postmodern world. As caused by all these happenings, the painting gradually lost its originality and this was the major process that eventually led to such a crisis as the seclusion of museums as places where the original works are kept. The present study employs a descriptive-analytical research method. Data the library research was used to collect the data.