جستجوی مقالات مرتبط با کلیدواژه « کمپین تبلیغاتی » در نشریات گروه « مدیریت »

developing a suitable message content strategy is necessary for advertising campaign successful, so much so that some researchers have mentioned it as one of the most important decisions for advertising campaign designers. A review of previous studies reveals that the choice of the appropriate message content strategy depends on various variables. In this regard, previous researchers have mentioned some factors, but so far, no integrated study has been conducted on the factors affecting the choice of message content strategy and the relationship between them. According to this, the current research aims to identify effective factors of advertising message content strategy selection and the relationship between them. Sequential Mixed Method (qualitative- quantitative) used for achieving the purpose of study. In the qualitative part of the research, the data obtained from the meta-analysis of literature of the period 1950 up to 2022 and interviews conducted with advertising campaign experts were thematically analyzed. The results of this stage of the research identified 15 factors, which were obtained from 29 themes. Then, in the quantitative part of the research, in order to investigate the relationship between the factors, Interpretive Structural Modelling (ISM) and MICMAC analysis was used. The results of Interpretive Structural Modelling leveled the factors in five levels, and the results of MICMAC analysis also categorized the factors into three categories of independent variables, Linkage variables and dependent variables. The results of this study will help the practitioner in how to determine the message content strategy.

To measure the effectiveness of an advertising campaign, three parameters of mixed media used in the campaign, the impact of the campaign on the purchase intention of customers and the impact of the campaign on the special value of the brand are considered. Each of these parameters includes several metrics, and ranking and knowing the position of each of these metrics can help us manage advertising campaigns better.

The purpose of the research is applied, and in terms of data collection, it is descriptive-survey. For the descriptive part, the method of library study and review of sources and scientific articles was used, and for the survey part, a questionnaire was designed and distributed to a selected sample of the researched community. The research started by conducting library studies and based on the identified components and measures, a questionnaire with 37 questions based on the Likert scale was compiled and randomly distributed among 384 customers of Saman Bank. The data extracted from the questionnaires were analyzed with Spss and Lisrel software and using the factor analysis technique and structural equation modeling.

The findings of the research show that social networks have the highest rank and social responsibilities have the lowest rank among the desired media of Saman Bank customers.

The results of the research show that customers' purchase intention and special brand value are two important and effective parameters in the selection and classification process of media in advertising campaigns.

Designing or developing an appropriate message strategy is one of the most important factors affecting the effectiveness of advertising campaigns. However, there is no study in the literature to categorize the message content strategy. Accordingly, the current research identifies and categorizes message content strategies, and evaluates them using a sequential mixed methods study. Thus, in the qualitative part of the research, the data obtained from the meta-synthesis literature and interviews with advertising campaign specialists were thematically analyzed. The results of this part put message content strategies into 24 themes, 11 sub-strategies, and 4 main strategies. In the quantitative part of the research, using the survey strategy, the relationship between the product type, level of product involvement, the product position in the life cycle, competition intensity, and the competitive position of the brand with each of the four main message content strategies were investigated. A questionnaire was distributed among the target population for 8 samples of the advertising campaigns selected based on some criteria. Finally, the collected questionnaires were analyzed using multiple linear regression method. The results of this part showed a significant relationship between the variables of product position in the life cycle, competition intensity, and brand competitive position with each of the message content strategies. Also, there is a significant relationship between product type and objective differentiation strategy, credibility strategy, and encouragement strategy. In addition, there is a meaningful relationship between the product involvement level with the objective differentiation strategy and the subjective differentiation strategy.

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.

 Insurance companies can appropriately benefit from advertising to further advance their goals, which are to introduce their services, communicate with clients, influence them while choosing an insurance company to transfer their risks and ultimately attract them. Among the measures to improve the effectiveness of advertising is the careful selection of the mix of advertising media based on product features, consumers and media. So, the main issue in this research is to respond to the question of what are the components of the mix of media in specific insurance campaigns? 

The present study is applied in nature and is a descriptive survey in terms of purpose and data collection. It is conducted based on a mixed method approach (qualitative and quantitative) in which the exploratory approach and theory formulation model are implemented. The statistical population for the qualitative part of the study includes experts in the field of media and 16 experts were selected using judicial sampling and snowball sampling. The statistical population for the quantitative part of the study includes experts in the field of insurance advertising and 27 experts were selected based on judicial sampling to form a panel in order to evaluate the factors identified in the qualitative phase.  

The following categories were identified in the qualitative phase including: learning; pace of message transmission; use of clients’ five senses; engagement of audience’ feelings and emotions; precise transmission of details; purposeful use of instruments; media interactivity; and flexibility in sending messages. In the quantitative section, only 1 of the 9 identified components, namely the “flexibility to send message”, was deleted. In addition, based on the ratings of the effective components in each media, from the highest score to the lowest, a mixed media selection model particularly for insurance industry advertising campaigns was suggested as follows: 1- Internet (virtual environment), 2- TV, 3- Corporate Portal (Website), 4- Radio, 5- Billboard, 6- Text message, 7- Newspaper, 8- Magazines, 9– Brochure, 10- Tract, 11- indoor and outdoor spaces in public buses, 12- Cinema Page, and 13- Indoor spaces.

Because of the growing technology advancement and the rise of new generation interest in cyberspace, the Internet has taken over most types of media, especially among the youth, and has overtaken even the medium of television. During the day, there is a great deal of interest in and references to Internet-based applications such as Isentagram and Telegram. By creating a cyber page on Instagram and presenting their products along with photos or videos, different business owners have found a good opportunity to introduce their products and find a circle of regular customers, while this method of advertising does not cost them any taxes or fees. Since it's easy to share data via cellphones and tablets and people have their cellphones most of the day, they can use the Internet without limitations on time or space.

Advertising campaigns, as a complex and structured form of advertising, play an important role in achieving advertising goals. This study analyzes the content of the articles conducted in the advertising campaign areas and their classification using co-word analysis (using VOSviewer software) and read each article. The data for this study were retrieved from Scopus on December 2017. The term “Advertising campaigns” was used as search topic. This topic search means that the term “Advertising campaigns” is identified in the title of the publications. Quotation marks have been included in the search term. The time span was set from 1950 to December 2017 included. The co-word analysis placed advertising campaign studies in three broad categories that they were named as: 1. Studies related to traditional advertising campaigns and mass media. 2. Social marketing advertising campaigns. 3. Online and digital advertising campaigns. The results of the detailed analysis showed that the studies conducted in this field were diverse and focused on commercial, tourism, social and cultural campaigns, In addition to the three main groups of studies (similar to the results of co-word analysis), eleven subcategories were also identified. Finally, the studies in each categories focused mainly on assessing the effectiveness of the advertising campaign, and less on the other steps in the implementation of the advertising campaign, including the determination of advertising budget, audience and media planning, and special design content and the message strategy is tailored to the media and the goals of the advertising campaign.