A Socio-Cultural Marketing Approach to Managing TV Advertisements

International Journal of Social Communication Sciences

مقاله 1، دوره 03، شماره 09، تیر 2013، صفحه 5-18

نوع مقاله: Scientific-research

نویسندگان

Aliakbar Farhangi؛ leila Taati^*

University of Tehran, Faculty member

چکیده

The present study draws on a sociocultural marketing approach to examine management of TV advertisements. In terms of its goals, the present study is an applied study while in terms of data collection techniques it is based on three-step Delphi process. The population studied here includes 47 manager and senior experts at the Islamic Republic of Iran Broadcasting (IRIB) and the related data were collected through census. A researcher-constructed questionnaire was used to gather information. The content and face validity of the questionnaire was verified based on the existing resources and expert views while its reliability was tested by calculating Cronbach’s alpha (0.84). Descriptive statistics, e.g. frequency table, percentage, and figures, as well as inferential statistics, e.g. Spearman’s test, were used to analyze the data. The findings indicated that media experts regard such factors as financial resources, audience awareness, research-based approaches used by the media, dominant strategies, and the techniques and methods used by the media, as important factors involved in managing advertisements in the IRIB, also referred to in Iran as the national medium.

کلیدواژه‌ها

Management؛ advertisement؛ National Medium؛ cultural Marketing

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