ٍEvaluating Advertizing Effectiveness of Parsian Bank and Identifying the Factors with Most Influence on Its Improvement in the City of Tehran
Nowadays, organizations on one hand try to send effective messages through different media to persuade audience for buying their products and services and informing people about their differences and on the other hand, people are surrounded by different advertising everywhere and every time; while,...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
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University of Isfahan
2011-01-01
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| Series: | تحقیقات بازار یابی نوین |
| Subjects: | |
| Online Access: | http://uijs.ui.ac.ir/nmrj/browse.php?a_id=39&sid=1&slc_lang=en |
| _version_ | 1797700692950908928 |
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| author | Ali Rabiee Mahmoud Mohammadian Bita Baradarane-Jamili |
| author_facet | Ali Rabiee Mahmoud Mohammadian Bita Baradarane-Jamili |
| author_sort | Ali Rabiee |
| collection | DOAJ |
| description | Nowadays, organizations on one hand try to send effective messages through different media to persuade audience for buying their products and services and informing people about their differences and on the other hand, people are surrounded by different advertising everywhere and every time; while, the most important thing in advertising subject is evaluating its effectiveness. In this study an attempt has been made to evaluate Parsian Bank's advertising effectiveness in attracting customers in the city of Tehran on the basis of how its advertising passes AIDA model's steps and also to determine the factors with the most influence on effectiveness improvement. In this study an attempt has been made to evaluate Parsian Bank's advertising effectiveness in attracting customers in the city of Tehran on the basis of how its advertising passes AIDA model's steps and also to determine the factors with the most influence on effectiveness improvement. The study findings which are obtained through descriptive-survey research and by the use of questionnaire indicate that the television and newspaper advertising of Parsian bank has passed the steps of the AIDA model successfully and has been effective. The comparative study of media advertising effectiveness imply that from customers' point of view, television is the most effective media in attracting them and newspaper is the next. In addition, they address the existing honesty and reality of delivered bank messages as the most important factors influencing on advertising effectiveness. Also, they have addressed good and respectful behavior of personnel with customers as the factor with the most influence on their attraction and respectively, have underlined television and newspaper as the media through which, they have the most access to advertising and they spend most of their time for. They highlight television and then, radio as the best quality media and also recommend television and then, newspaper for future advertising of Parsian Bank. |
| first_indexed | 2024-03-12T04:25:19Z |
| format | Article |
| id | doaj.art-d06fcfa3328242fd964cc557891c69d4 |
| institution | Directory Open Access Journal |
| issn | 2228-7744 |
| language | fas |
| last_indexed | 2024-03-12T04:25:19Z |
| publishDate | 2011-01-01 |
| publisher | University of Isfahan |
| record_format | Article |
| series | تحقیقات بازار یابی نوین |
| spelling | doaj.art-d06fcfa3328242fd964cc557891c69d42023-09-03T10:27:18ZfasUniversity of Isfahanتحقیقات بازار یابی نوین2228-77442011-01-0112ٍEvaluating Advertizing Effectiveness of Parsian Bank and Identifying the Factors with Most Influence on Its Improvement in the City of TehranAli RabieeMahmoud MohammadianBita Baradarane-JamiliNowadays, organizations on one hand try to send effective messages through different media to persuade audience for buying their products and services and informing people about their differences and on the other hand, people are surrounded by different advertising everywhere and every time; while, the most important thing in advertising subject is evaluating its effectiveness. In this study an attempt has been made to evaluate Parsian Bank's advertising effectiveness in attracting customers in the city of Tehran on the basis of how its advertising passes AIDA model's steps and also to determine the factors with the most influence on effectiveness improvement. In this study an attempt has been made to evaluate Parsian Bank's advertising effectiveness in attracting customers in the city of Tehran on the basis of how its advertising passes AIDA model's steps and also to determine the factors with the most influence on effectiveness improvement. The study findings which are obtained through descriptive-survey research and by the use of questionnaire indicate that the television and newspaper advertising of Parsian bank has passed the steps of the AIDA model successfully and has been effective. The comparative study of media advertising effectiveness imply that from customers' point of view, television is the most effective media in attracting them and newspaper is the next. In addition, they address the existing honesty and reality of delivered bank messages as the most important factors influencing on advertising effectiveness. Also, they have addressed good and respectful behavior of personnel with customers as the factor with the most influence on their attraction and respectively, have underlined television and newspaper as the media through which, they have the most access to advertising and they spend most of their time for. They highlight television and then, radio as the best quality media and also recommend television and then, newspaper for future advertising of Parsian Bank.http://uijs.ui.ac.ir/nmrj/browse.php?a_id=39&sid=1&slc_lang=enEffectivenessAdvertisingMediaServicesAIDA Model |
| spellingShingle | Ali Rabiee Mahmoud Mohammadian Bita Baradarane-Jamili ٍEvaluating Advertizing Effectiveness of Parsian Bank and Identifying the Factors with Most Influence on Its Improvement in the City of Tehran تحقیقات بازار یابی نوین Effectiveness Advertising Media Services AIDA Model |
| title | ٍEvaluating Advertizing Effectiveness of Parsian Bank and Identifying the Factors with Most Influence on Its Improvement in the City of Tehran |
| title_full | ٍEvaluating Advertizing Effectiveness of Parsian Bank and Identifying the Factors with Most Influence on Its Improvement in the City of Tehran |
| title_fullStr | ٍEvaluating Advertizing Effectiveness of Parsian Bank and Identifying the Factors with Most Influence on Its Improvement in the City of Tehran |
| title_full_unstemmed | ٍEvaluating Advertizing Effectiveness of Parsian Bank and Identifying the Factors with Most Influence on Its Improvement in the City of Tehran |
| title_short | ٍEvaluating Advertizing Effectiveness of Parsian Bank and Identifying the Factors with Most Influence on Its Improvement in the City of Tehran |
| title_sort | ٍevaluating advertizing effectiveness of parsian bank and identifying the factors with most influence on its improvement in the city of tehran |
| topic | Effectiveness Advertising Media Services AIDA Model |
| url | http://uijs.ui.ac.ir/nmrj/browse.php?a_id=39&sid=1&slc_lang=en |
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