Evaluation of Advertising Media Effectiveness Used by Mehr Eghtesad Bank

International Journal of Social Communication Sciences

مقاله 3، دوره 02، شماره 06، آذر 2012، صفحه 63-76   

نوع مقاله: Scientific-research

نویسندگان

Abdolreza Shahamohammadi؛ Jamshid Ghazvinian

چکیده

This research aims to evaluate the effectiveness of the advertising tools employed by "Mehr Eghtesad Bank". This research, which is an applied study in terms of its objective and a descriptive survey in terms of its nature and method, has used all customers of this bank as the members of the statistical population, from which a sample was taken by two-stage cluster sampling method. Considering the statistical significance value of tests which is 30 (Sekaran 2009, 241), the size of the statistical sample of each second cluster was determined. Then, the size of the sample of each cluster was calculated based on the number of the branches in each cluster. Finally, 1,770 customers were selected to form the sample of this research. To collect data required for this research, library method, interview with marketing experts and some banking experts and managers, as well as questionnaire were employed. The results of this research show that the different advertising methods employed by Mehr Eghtesad Bank including television, radio, environmental, print, internet, and intra-branch advertising methods, have passed all levels of AIDA model. However, the last levels were weakened (that means the last two levels were not as significant as the prior two levels were). In addition, the order of priority of the advertising media affecting the purchase action of the customers is as follows: television adverting, internet advertising, environmental advertising, radio advertising, intra-branch advertising, and print advertising.

کلیدواژه‌ها

Evaluation؛ effectiveness؛ Advertising؛ Media؛ Bank