جستجوی مقالات مرتبط با کلیدواژه « اثربخشی تبلیغات » در نشریات گروه « مدیریت »

The main purpose of this study is to measure and analyze the impact of media on strengthening and empowering the attitude of patrons and their desire for services and products from the perspective of consumers. This study is applied in terms of purpose, which was done by descriptive-correlation method. The statistical population of the study is made up of the customers of the IR-MCI . 325 people were selected as a statistical sample. Smart PLS8.5 was used to describe the variables using SPSS and to test the hypotheses of the research model from structural equation modeling. The results showed that in traditional media there is a relationship between causal factors and phenomena and between strategies and consequences. Also, for social media between the causal factors and the phenomenon, all relationships except the relationship between the category of role and position of the media were confirmed with the characteristics of the media. The results generally indicate that the consequences of using traditional and social media together are effective on the client's attitude in the desire to visit and use the services of the IR-MCI. The important result in this article emphasizes the greater importance of traditional media compared to modern media, and in this way, it is possible to recommend the managers of the statistical society to promote the position of the media among them at the same time as conducting relationship-oriented interactions with clients in the field of relevant services. Guided the consumer's attitude towards services in tough competitive

One of the most important needs of the current research is to check that each of its dimensions is related to the consumption styles of consumers. On the other hand, effective advertising may influence consumers' consumption styles and moderate the relationship between the ideal self and the actual self with consumption styles. The most important practical aspects of this research are as follows: 1- In this research, an attempt is made to determine which of the consumption styles is related to which of the dimensions of self-concept, if possible, logical relationships between consumption styles and dimensions of self-concept. To be identified, the organization's marketing plans can be implemented more effectively based on these relationships. In the existing literature, marketing plans are set based on different components, including the marketing mix, which has not been considered much. From this point of view, the present study tries to introduce the relationship between consumption styles and self-concept in consumer marketing programs and to contribute to the effectiveness of marketing programs from this point of view. Is. Customer relationship policies are currently used in three areas: interactive customer relationship, operational customer relationship, and analytical customer relationship. However, the psychological aspects and consumption style of consumers are the ignored aspects of this relationship. It seems that the current research tries to somehow reduce this gap and be effective in the development of the customer relationship process, especially in interactive customer relationship management. The results of this research in the field of fashion and clothing industry can help to develop customer relationship management strategies from the aspect of consumption and psychological styles. A person has his own and also his consumption styles. This research can be an initial model for consumer buying behavior. The components of self-concept and their relationship with consumption styles can predict the purchasing structure of people and the way they buy to some extent. For this reason, this research can be considered as an introduction for predicting the purchasing style of consumers. Now, according to the variables of the research, the current problem can be explained that the consumption style of people in choosing fashion and clothing depends on their self-concept and advertisements. When a person pays attention to himself and realizes his growth, the control factor becomes an internal factor, and he will no longer be able to control external factors. People who know themselves and have reached self-awareness can more easily describe themselves and their desires, both verbally and non-verbally. Sometimes, to transform oneself (self-concept), the self is seen in front of itself. Sometimes one aspect of (self-concept) is replaced with another aspect that is closer to it. Sometimes a person prevents the growth of (self-concept). Therefore, this research tries to answer the question of whether there is a relationship between self-concept and consumption and advertising styles.

Since the purpose of this research was the relationship between self-concept and consumption styles through the mediating role of effective advertising in the fashion and women's clothing industry, the current research is descriptive of the type of correlation based on the structural equation model in terms of its practical purpose and the nature of the data. Therefore, in this research, the structural equation model and Warp PLS have been used to explain the desired relationships. The main tool for data collection is the questionnaire, which has 102 questions based on the investigated variables. To measure the effectiveness of advertisements, the standard questionnaire of Keshari et al. (2013), to measure the consumer dimensions, the researcher's questionnaire based on Waltz's approach, and to measure the dimensions of self-concept and the standard questionnaire of Chapman et al. (2003) were used. The statistical population in the present study includes the women of Isfahan City in 1400, whose number is unknown, for this reason, the statistical population was considered unlimited, and the sampling formula of the unlimited population was used. The reason that the statistical population was considered unlimited was that the researchers had to determine how many women in Isfahan have reached the point where they use the fashion and clothing industry. In this research, a purposeful method based on criteria was used for sampling. The reason why the purposeful method dependent on the criterion was used is that in this research, the researchers should have all styles of sample consumption available and the sample size should be sufficient. Therefore, researchers in order to have a sufficient sample. used criterion-related purposive sampling. In this way, the researchers selected a sufficient number of each consumer group, so the researchers tried to continue the process of collecting questionnaires until they had a sufficient number of questionnaires from each consumer group, so 896 questionnaires were collected, of which 426 questionnaires were collected, consumption styles They had their own uniqueness.

The findings of the research hypotheses showed that the dimensions of self-concept had an effect on the type of consumption style, and the effectiveness of advertisements had a mediating effect on some consumption styles, and advertising on the consumption style of thinkers had a mediating role, the coefficient of which was 0.161.

The hypothesis of this research was that there is a relationship between self-concept and consumption styles, and there is a significant relationship between the effectiveness of advertising in the fashion and clothing industry from the perspective of a woman in Isfahan City. The results of the current research are directly aligned with Travdet (2014) and Ball (2015). These researchers have come to the conclusion that self-concept and its dimensions, real self and ideal self, had a direct impact on consumption styles and consumer behavior, and in general, the more eye-catching a product is (in terms of luxury/general), the real self-evaluation and ideal self. It has a greater impact on consumption styles and also the effectiveness of advertising was effective on self-concept. In the interpretation of this hypothesis, it should be said that the self-actualization and self-idealism of consumers have an effect. In other words, in relation to the clothing industry and fashion, consumption styles that were based on realism and conservative style and emphasized the existing situation and current image were related to self-actualization, among which we can mention the consumption style of believers, creators and thinkers. On the other hand, the consumption styles lead in the fashion and clothing industry, prompting the consumer to create an ideal image of himself or improves his actual self based on the ideal image which are related to the ideal self, among which we can mention the style of the experimenters. The style of the innovators in the clothing and fashion industry has been found to have a relationship with both self-reality and ideal. It means that when faced with the consumption style of innovators in clothing, people tend to have their true and ideal self. The reason is that the innovators consider two stages: 1) that their consumption style in the clothing industry has a meaningful relationship with their mentalities, views, attitudes and perceptions, which is related to their true self; 2) They are looking for innovation and finding new products in the field of clothing and fashion so that they can use these products and distinguish themselves or give ideal aspects of themselves, for this reason, the consumption style of innovators is related to both the individual's self, i.e. the actual self and the ideal self.

The purpose of this research is to measure the effectiveness of East Azarbaijan gas company's advertisements on consumption reduction and to quantitatively estimate the effect of advertisements on consumption reduction. Gas household costumer of East Azarbaijan province were selected as the statistical population. The statistical population was clustered according to consumption levels and 2169 costumer participated in the research by completing the questionnaire. Research data were analyzed using confirmatory factor analysis and analysis of variance. The validity of the questionnaire was confirmed using content validity and convergent validity. Its reliability was also confirmed through four methods of Cronbach's alpha, composite reliability, average explained variance and maximum explained variance. In order to measure the effect of advertisements on gas consumption, the variables of air and comfort/welfare temperature were used as mediating variables. By performing regression on the daily data of air temperature and gas consumption of the province, the relationship between two variables was determined as a mathematical equation, and then the amount of consumption reduction was estimated assuming compliance with the consumption pattern and reducing the temperature of residential houses. From the results of the survey, the effectiveness of advertising was calculated to be 63%. The results of the modeling show that for every 1% increase in the effectiveness of advertisements, the amount of gas consumption in the province decreases by 0.59%. Assuming the full effectiveness of advertisements in the area of optimal gas consumption, the amount of consumption reduction in the province is The average was estimated at 23%.

The experience of different countries around the world during the coronavirus pandemic confirmed the importance of advertising as a tool to change people's attitude and behavior. On this basis and in terms of the exorbitant costs of advertising, the issue of the effectiveness of advertising, especially in the field of health, has attracted the attention of managers and decision makers of countries as well as researchers. Therefore, the purpose of this research is to examine published international research on the effectiveness of advertising in the field of health in order to gain comprehensive insight. The present descriptive-analytical research with a scientometrics approach and using the method of synonym analysis and network analysis examines 438 articles indexed on the Web of Science database between 1970 and 2022. Data analysis using Vos Viewer software shows that the spring of 2021 is the cradle of research conducted on the effectiveness of advertising in the field of health and America. The wide range of keywords chosen by researchers in their articles, which means the comprehensiveness of research in this field, as well as the scientific cooperation of different countries around the world and the reception of first-rate journals in medical sciences, along with top business journals, show the common concern of researchers in an interdisciplinary field and the birth of clusters. It is new science. Acquiring a comprehensive insight in the field of scientific research acts as a beacon for future researchers, especially in the field of health, and spends advertising costs that have a significant contribution to the health budget of countries, along with research costs, brings it closer to effectiveness.

Today, the use of advertising in marketing research has become increasingly important, so the use of multi-sensory marketing in online retail advertising can increase the effectiveness of advertising. The focus of previous research in the field of sensory marketing has been on monosensory (visual) channels and due to increasing consumer awareness of advertising a product, product consumption and inattention of suppliers to this type of marketing has been used less than other senses. Therefore, the present study examines the two senses of visual and aidtion at the same time. This research, in proportion to the purpose, is an applied research and due to its nature, it is a descriptive research that in descriptive research, the intended society can be explored and studied through a survey and correlation method. The statistical population of the research has been unlimited and has been one of the consumers of online retail. The final sample size of 400 retail consumers was selected by cluster random sampling. The required data were collected using a distributed questionnaire and analyzed using descriptive statistics and inferential statistics techniques such as structural equation modeling and standard regression coefficient (β). Findings showed that multi-sensory marketing mediated by the attitude to advertising has a positive effect on the effectiveness of advertising and marketers can use multi-sensory marketing to create feelings and emotions for consumers to enjoy product advertising can influence their attitudes and purchasing behavior. This in turn will make advertising more effective in the online retail industry.

One of the latest marketing methods is using social networks and in recent years using the Instagram mobile application. Evidence shows that nearly 45 million Iranian users use this application, which makes it an important potential for marketing. Considering the massive volume of messages and advertisements in this virtual environment, identifying ways to improve marketing performance and increase the dissemination of advertising messages through message audiences is one of the important topics of modern marketing. By studying a successful model in digital marketing based on Instagram, this research has tried to examine Aysed as a successful example. The results provide a model for marketing based on Instagram, which includes two levels of infrastructure including information technology tools, organizational structure and sales process, and the level of activities including personal branding, content marketing, pyramid strategy and digital marketing.

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.

The present study aims to investigate the impact of the use of advertising-based advertising (Banner ads on the web) for the use of cultural services, changing their profile, through the tendency to advertise Among students at Najaf Abad University .The research method is a descriptive-correlational type for the purpose of application. The statistical population consisted of all students of Najaf Abad University of Humanities in the year98-99 The number is 1647 female students and 1464 male students Of these, 642 people were selected by using a sample-based sampling method. The analysis of the research data in descriptive descriptive level was performed using statistics such as mean and deviation of the non-interferential criteria using structural equation modeling, variance analysis using LaserL and SPSS software. The findings from the research hypotheses showed that the effectiveness of advertising based on the use of cultural services is important in terms of changing the profile of individuals through the tendency toward advertising.

Reviewing and evaluating the effectiveness of propaganda can serve as a criterion for converting weaknesses into strengths and adjusting its budget. Also, identifying the factors affecting the effectiveness of advertising can lead to its more professional design and implementation. The purpose of this study is to explain and prioritize the factors affecting the effectiveness of modern economy bank propaganda in Iran. The study population consisted of 50 scientific and organizational experts. According to the research literature, effective criteria and sub-criteria have been extracted. The final indices were extracted using fuzzy Delphi technique and according to experts. Then, using fuzzy AHP method, the ranking of criteria is discussed. The extracted criteria are: demographic characteristics, emotions and individual attitudes of the audience, appearance characteristics of the message, message content, market characteristics, cultural, economic, design and nature of services, advertising methods. The results showed that advertising methods, design and nature of services, message characteristics, personal emotions and attitudes of the audience, demographic characteristics, message content, economic, market characteristics, culture, ranked first to ninth, respectively. dedicated.

Marketing activists are always looking for answers to the questions such as "what can attract the consumers?" and "how can consumers’ attention be focused to vital products and information?". Among a variety of research methods, self-reporting method is considered as the optimal method to answer these questions and evaluate marketing practices, especially in advertising. However, the influence of neuroscience in the humanities has revealed the weaknesses of these methods, so that a new paradigm is emerging which is referred to as neuromarketing. The purpose of this study is to use the insights obtained from neurosciences and particularly neuromarketing to measure the effectiveness of joint printed advertising of Mellat Bank and Ma insurance company.

This research is quantitative and applied in nature which is conducted in a quasi-experimental manner. Eye tracking method was used to collect the data in this study. The statistical population of this study includes the customers and audiences of the advertisement; 15 testes, who belong to the age group of 25 to 50 years, were randomly selected to participate in this study. Study data were analyzed using visual analysis and inferential statistical analysis through one-sample t-test and non-parametric Friedman test. In this study, items such as thermal map, blur map, eye movement and glare map, number of fixations, average duration of first fixation, and average duration of fixation were analyzed.

The results of the measurement of advertisements showed that the elements in the advertisements had efficiently attracted visual attention and the printed advertisements were well memorable. However, there was no significant difference between printed advertising designs in terms of attraction and memorability.

Contrary to the traditional assumptions, consumers are not rational and the majority of the brain activities and processes are performed outside of our conscious consciousness over which we have no control. These activities and processes are not accessible through self-reporting methods and identifying the stimuli that affect brain activity requires the use of new perspectives and methods based on neurosciences. A number of marketing researchers and corporate executives tend to answer sensitive questions about consumers’ behavior based on a neuromarketing approach due to the weaknesses of self-reporting methods such as the inability to describe emotions and feelings, limitations regarding cultural and linguistic differences, acceptance and social acceptance errors, misconceptions about human rationality, and memory limitations. Neuromarketing is considered as an approach to highlight the hidden stimuli of consumers’ behavior that were not previously recognizable by conventional research methods. The eye tracking method has the ability to answer the questions which were difficult to answer by traditional self-reporting methods. Eye tracking meythod can help respond to the following questions: “which elements are seen in the ads?”, “which elements are seen the most?”, “what is the order of noticing the elements in the ads?”, “which elements in advertising cause the most processing and mental conflicts?”, and “which ads result in better performance?”.

Given the importance of advertising and the massive expenditures on it, evaluating its effectiveness is one of the key questions in marketing. Also endorser as the most commonly used communication tool, allocates a large portion of advertising costs and its use is still under development. In this project, we use Communicational and Observational approaches to explore the impact of utilizing ‘human face’ on advertisements effectiveness. The research was conducted in the Eye Tracking Lab of the Institute for Cognitive and Brain Sciences (ICBS), Shahid Beheshti University, over 6 months. The results reveal, inclusion of a face in an advertisement has a significant effect on the visual attention of the audience to pictorial and textual features  ,So that, Human face attracted more attention towards the entire ads well as the pictorial part of it. The impact of faces on advertisements can be measured using merely observational devices, such as an eye tracking, and traditional communicational questioner does not report a different outcome by this amount of participants. In other words observational approaches prepare complementary cognitive and emotional information which may not presented by questioners.

Employing an endorser as an effective marketing tool has been in variation in our country. For a while, the use of celebrities in advertising was prohibited, but, in the last few years, one can again see the massive presence of celebrities in corporate advertising. The use of endorsers, as the main focus of advertisement and corporate promotions, is one of the most effective strategies to influence the perception of the audience about an organization. Selecting effective endorsers can have different aspects, and extensive research has been conducted on this topic. Despite the wide range of studies in this field, there is a lack of a comprehensive model in Iran's theoretical literature. Therefore, we have conducted a qualitative study, in which the literature is reviewed, experts in the advertising industry of Iran are interviewed, and the main contributing factors in choosing effective endorsers are proposed. There were fifteen interviews performed. They suggested seven main themes in this regard. The themes included congruence with the ad, congruence with the audience, congruence expertise, attractiveness, familiarity, trustworthiness and likeability. Finally, considering these themes and the relevant theoretical background, a model is proposed for ad effectiveness through selecting appropriate endorsers.

Today, advertising is an integral part of all marketing strategies and it plays an important role in creating customer awareness of products and services. It also is greatly effective in fostering the reputation of an organization. Accordingly, the present study aims to provide a model of the causal relationships of the effectiveness of advertising for the export of non-oil products in the East Azerbaijan province to CIS countries. To achieve the above goal, three research questions have been formulated. The research method is a descriptive one and the statistical population of this research is all exporters of East Azerbaijan province during 2011 and 2017. A total of 161 exporters were selected based on the information from the Industry, Mining, and Trade Organization. For the data analysis, the fuzzy DEMATEL method has been used. A specific questionnaire was used for collecting the data. The results of the surveys show that the continuation of advertising, the creation of a positive image of the product or service, the innovation, and creativity in the ads, the type of media, the appropriate time to advertising, repetition the propaganda, honesty in advertising messages and reputation Good brand are the eight main structures of research. The continuity of advertising, the creation of a positive image of the product or service, the innovation and creativity in the advertisement and the type of media, the most effective structures and the right time to advertise, repeat the propaganda, honesty in advertising messages and reputation and the reputation of the best brand.

Now days advertising has become an integral part of the economic units, in this context, advertising with celebrities is one of the most attractive and used to introduce and reinforcement company`s brand. Identify factors that leads to attractive celebrity and advertising effectiveness is the aim of this article. Factors identified in this study are: Likeability, attractiveness, familiarity, similarity. The research in nature and purpose of research, applied, and in method of data collection, descriptive and survey and sample are students of Allameh Tabatabai University in 1392. Available Stratified sampling use to collect data. Sample size are 374 and for this purpose 400 questionnaires with ECUT advertising distributed and 386 returned. For data analysis, testing hypotheses and research questions, testing hypotheses using LISREL software was used. The results show that familiarity and likeability have a significant impact on the celebritie's attractiveness (at 95 of Percent confidence level). Likeability is the only factor that has a positive impact and familiarity has a negative impact on the attractiveness but similarity has no impact on attractiveness. In total attractiveness has positive impact on effectiveness of advertising.

The present study aimed to evaluate and identify factors that impact the effectiveness of advertising for Tejarat Bank. To this end, mental involvement of the audience as well as message characteristics were analyzed using the concept of AISDALSLOVE model, which is a novel model for measuring the effectiveness of adverting. The dimensions of the model are Attention, Interest, Search, Desire, Action, Likes/ dislikes, Share, and Love/ hate. The statistical population included clients from different branches of Tejarat Bank in the City of Isfahan, who were exposed to advertising for the bank. Sample size was determined using stratified random sampling. Based on Morgan’s Table, of the 63 branches in the city, 56 were selected at random. Given the application of structural equations and the number of items in the questionnaire, a sample of 300 individuals was drawn from the selected branches. Both face and construct validity along with a reliability of 97 percent were confirmed for the questionnaire. The results indicate that ad characteristics do not have a significant positive impact on advertising effectiveness. However, the indirect impact through mental involvement was found to be significant. Furthermore, the bank’s ads are not sufficiently effective, with Search being their weakest dimension, followed by Sharing of information and experiences, Action, and Desire, respectively. Finally, it was shown that interest in the bank and brand love are at a moderate level.

With the advent of the concept of sustainable development in the business and politic environment the nature of unsustainable existing patterns of development and consumption is appeared. Social marketing is a domain of new science that tries to achieve the goals of social by using business marketing techniques. A review of past research shows that although the most usage of social marketing is in in the health section but it has a potential in the other sectors too such as protection of resources, energy and natural environment, culture improvement and effectiveness on the actions and behaviors in the society The object of present research is studying of the mixed impact of social marketing on the effectiveness of urban advertising in Isfahan municipality. The statistical population for this research is all the citizens of Isfahan which 171 of them is chosen by random accessible method. The result of this research shows that the mixed impact of social marketing has direct effect on the effectiveness of advertising.

The study aimed at adding a new concept to advertising theory. The study examined concept of “intangible advertising of brand” to provide a comprehensive theoretical model explaining intangible advertising. It examined four latent variables of intangible advertising: Ad type, product type, media, and demographic and found out that these constructs successfully explain the concept of intangible advertising. The next stage of study was undertaken by concentrating on advertising effectiveness components (brand recall, attitude toward brand, brand position and buying intention). The study objective was to see whether the intangible advertising of brand can improve the position of brand in consumers’ mind. As the sample brand gained a better rank in the experience group. Examination revealed that intangible advertising has effect on consumer mind unconsciously.

Nowadays, advertisements as marketing tools try to create a logical relationship between customers’ needs and corporations’ goals. Therefore, the coordination between demand and supply is one of the most important functions of advertisements. Iran’s national gas company has tried to form the right consumption behavior among consumers through creating an appropriate culture. One of the goals of Iran’s national gas company is to optimize consumption; therefore, it has used television advertisements widely. How much it has fulfilled its goals is the main subject of this article. In this study, we have tried to investigate the overall effectiveness of these programs, and the success of each advertisement presented through winter of 2008 through one advertisement’s effectiveness model. To do this, we chose the research sample among house gas consumers in Tehran and gathered the data through questionnaires. The findings show that although some TV advertisements succeeded, they have not changed the consumption models as desired.