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.

In the present world, the quantity of advertisements is no longer important and advertisements are moving towards quality; in other words, the effectiveness of advertising is the first and last word. In the meantime, the two important variables of ‘the customer’s first impression from the advertiser’s personality’ and ‘customer self-congruence with the advertiser’ play an undeniable role in the effectiveness of advertising. So, the purpose of this study was to investigate the effect of the role of the customer’s first impression on the effectiveness of advertising with the moderating role of self-congruence. The statistical population of the present study included all management students of Guilan University in the first semester of the 98-99 (2019-2020) academic year and the statistical sample of the study was 93 students who were selected by the convenience sampling method. The present study was applied in terms of purpose and descriptive-correlational of experimental type in terms of nature. The composite reliability coefficients of Stein’s First Impression Standard Questionnaire (2004), Rau et al.’s Advertisement Effectiveness (2014), and Dos’ Self-Congruence (2014) were 0.864, 0.904, and 0.903, respectively. To evaluate the content, convergent, and divergent validities, the opinion of experts, Average Variance Extracted (AVE), and the Fornell-Larker matrix were used, respectively. All the three mentioned validities were acceptable. Data collected from the questionnaires were analyzed by the structural equation modeling method and partial least squares (PLS) approach using SPSS22 and SmartPLS2 software. The results showed that the customer’s first impression from the advertiser’s personality had a positive and significant effect on the effectiveness of the advertisement. Also, the moderating role of the customer’s self-congruence with the advertiser was confirmed.

The purpose of this research is to investigate the effect of celebrities’ attractiveness on the effectiveness of advertisements, considering the factors influencing the attractiveness of the celebrities. this research is practical research and in case of its method it is a descriptive survey. Research’s data are collected using random sampling. In this research researchers’ questionnaire consisting of 17 questions is used and it’s contextually and structurally valid with a high Chronbach cooefficient of 0.91. In order to analyze data and testing the hypotheses of the research, structural equation modeling in LISREL is employed. Findings of research indicate that each of these variables, honesty and trustworthiness, familiarity, popularity, and credibility have a positive meaningful effect on celebrities’ attractiveness. In addition, there is a positive meaningful relationship between celebrities’ attractiveness and the effectiveness of addiction prevention advertisements. Using the celebrities in prevalentative advertising of addiction is effective.

In our current competitive market, consumers encounter thousands of advertisement messages on a daily basis and consequently, as time goes by, they show apathetic behavior towards these stimuli. Hence, smart marketers need to utilize unique strategies to gain more attention and attract more consumers. Minor but targeted changes in advertising can have a major impact on its effectiveness. The assessments of these changes are important and possible through different tools. 83 students from Shahid Beheshti University participated in the study. We used an eye-tracking system to explore the effect of endorser’s gender and gaze direction on visual attention of participants to the advertisement. The results showed that the endorser’s gender and gaze direction have significant effect on the participants’ visual attention. Female endorsers attracted more attention towards the entire ads as well as the pictorial part of the ads containing images of the endorsers and the products. In contrast, male endorsers attracted more attention towards the product images. Moreover, the endorser’s gaze direction towards the slogan attracted the participants’ attention to the slogan. Using an eye-tracker, the observational approach confirms the effect of the endorser’s gender and gaze direction on the visual attention of participants to the pictorial and textual features of the advertisements. Having a female endorser congruent with the ads’ product will attract more attention to the focal point of the ad, especially when the endorser’s eye gaze is directed towards the focal point.

Advertising impact assessment is one of the important parts of advertising plan. In this regard, advertising through sport need a standard and specific tool. The aim of this study was design a questionnaire advertising effectiveness through sport based on AIDA model and then to determine validity and reliability of it. The opinions of expert`s group used to determine the content and face validity of questionnaire. Also to determine the construct validity and reliability, first, among the present spectators in Azadi Stadium, 45 people in the pilot study and 366 people participated in the main study. The results of confirmatory factor analysis (CFA) show the confirmation of construct validity of Measurement tool and the results of internal consistency with using Cronbach's alpha (α =0.84) and composite reliability (CR= 0.91) was acceptable. This tool can clearify impact challenges of successful advertisement by evaluating 4 concesctive steps of evaluation of advertisement effectiveness model (AIDA model). This tool have ability to assessment of advertisement through sport effectiveness and it can be use by corporate that have advertisement through sport for their product and marketing and advertising researchers.

Since a large budge is spent on advertisements that lack effectiveness, important elements should be investigated in order to increase the effectiveness of advertisements and avoid wasting expenditure. Reviewing the models of customers' buying behavior shows that customers' attraction is a key issue in attracting customers. With regard to the impact of banner advertising on customers' buying behavior, the purpose of this study is measuring the effect of personalization of banner advertising on visual attention to the advertisement. A 2(advertisement type)×2(task cognitive demand) matrix was used for exploring this relationship. 80 people participated in this test to measure the way by which the personalized information affects visual attention in two levels of task cognitive demand. These effects on participants' attitude toward advertisement were measured. In this research, visual attention, attitude toward advertisement and perceived goal impediment are dependent variables and personalization and cognitive demand are independent variables. Eye tracking device was used for collecting data about visual attention and questionnaire was used for measuring attitude and perceived goal impediment and two-way ANOVA was applied for measuring the relationship between dependent and independent variables. Findings show that participants pay more and longer attention to personalized advertisements in comparison to impersonalized advertisements. However, task cognitive demand mediates the effect of personalization on attention. There is no significant effect between personalization and task cognitive demand on perceived goal impediment and attitude toward advertisement.

In today’s communities achieving to effectiveness of urban advertising is one of troubles of advertisement industry. This research is trying to answer this question that using three-dimensional design in urban advertising has what place in urban field? This query has been conducted in the method of iconological analysis on chosen urban advertising works of last 15 years in the world with the goal of achieve to volume effect on effectiveness of public advertisement. Results show that reason of effectiveness of chosen urban advertising (billboard) of last 15 years in the world (2000-2015) is -due to public audience of commercial advertisement and services- using volume display in the amount of 86.7% which among this number 83.3% of them have interacted with around environment space.

The aim of the present research is to identify and study effective factors on tax compliance advertisement for legal taxpayers of Mashhad with AHP approach. The research method is descriptive-survey and this research is of applied one. The statistic society includes middle managers, senior managers, legal taxpayers and State Tax Administration’s content of the advertisement in 1392-1393. In this research, we can conclude that the most effective criteria can be summarized in the form of criteria for taxpayers’ attitudes in their behaviors, advertisement performance, mentally receiving advertisement, way of message transfer, tendency steps, and finally literary structure of advertisement. Also the study of legal taxpayers indicates that each of these identified criteria is important on improving the effectiveness of advertisement on tax compliance.

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%.

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.