sadaf khanbolooki

Given that the advertising industry is a solution for the economy, it is necessary to make predictions for its effectiveness. In this regard, it is stated that what is the model of the effectiveness of bank advertising? Qualitative data collection was done using Grounded theory method and in accordance with the systematic approach of Strauss and Corbin. The statistical population of the study included academic experts, organizational managers who were selected using a snowball technique, 12 people were selected and in-depth interviews were conducted with them. The results of the research indicate that causal conditions such as the attractiveness of advertising, information, audience contact with advertising affect the effectiveness of bank advertising. Also, the necessary strategy for the effectiveness of advertising is to strengthen the content and communication stimuli, creativity, holding advertising campaigns, improving the quality of banking services (including structural factors of banks, media) and intervening conditions (including issues such as customer attitudes, Environmental factors (competitors) influence these strategies and have consequences such as improving financial performance, customer satisfaction and retention, economic growth, competitive advantage, brand positioning.

Organizations, in order to create positive attitudes by using advertising tools, are able to achieve the desired changes with the appropriate motivation of the audience. The purpose of this study is to investigate the relationship between the effectiveness of advertising and audience attitudes in the banking industry. The statistical population of this study is Bank Day customers in Tehran. Due to its unlimited nature, 402 people were selected using Cochran's formula using stratified random sampling method and a questionnaire was distributed among them. The questionnaire has face validity by experts and university professors and structural validity. To calculate the reliability, Cronbach's alpha coefficient was used, which all values ​​were higher than 0.7, which indicates the high reliability of the questionnaire. Structural equation method and PLS software were used to test the research hypotheses. The results indicate that attitude and each of its dimensions have a significant effect on the effectiveness of advertising and also showed that among the dimensions of attitude, the effect of entertainment and pleasure is more than other variables on the effectiveness of advertising.

Advertising can only grow as the main way to communicate with the audience and the most popular form of marketing if it focuses on effectiveness. The purpose of this study is to evaluate the effectiveness of bank advertising, determine the factors affecting the effectiveness of advertising, and identify the factors affecting the attraction and preference of Day Bank clients. In this regard, the Aida model was used to evaluate the effectiveness of advertising. The statistical population of this research is the clients of Day Bank in Tehran who have seen the bank's advertisements. Due to the infinity of the statistical population and using Cochran's formula, 402 of them were selected using stratified random sampling and a questionnaire was distributed among them. The research questionnaire has face validity with the approval of experts and university professors and structural validity through confirmatory factor analysis. To calculate the reliability, Cronbach's alpha coefficient was used and all values were higher than 0.7, which indicates the high reliability of the questionnaire. Structural equation method and SmartPLS software were used to analyze the data and test the research hypotheses. The results show that Day Bank 's advertisements show sufficient effectiveness in the components of attracting attention, creating interest, creating desire, and choosing a bank. From the clients' point of view, the honesty of the messages and their authenticity, and after that, the creativity in the advertisements and the use of appropriate images are very important in increasing the effectiveness of Day Bank's advertisements. Clients consider the good attitude of employees and respect for the customer, the speed of banking services, matching services received with advertising messages, variety of services received, and providing better electronic banking services were more effective in preference and choosing Day Bank.