Designing a Native Model for Assessment of the Effectiveness of Advertising

Journal of System Management

مقاله 1، دوره 5، شماره 3، مهر 2019، صفحه 1-22   

نوع مقاله: Research Paper

نویسندگان

Soheila Shamsadini¹؛ Farhad Hanifi^{* 2}؛ Vahid Reza Mirabi³

¹Department of Management, Central Tehran Branch, Islamic Azad University, Tehran ,Iran

²Department of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

³Department of Management ,Central Tehran Branch, Islamic Azad University, Tehran, Iran

چکیده

The purpose of this research was to identify and rank the factors influencing the design of the native model for assessing the effectiveness of the advertisement. Firstly, according to the research literature, the criteria and sub-criteria influencing the effectiveness of advertising have been extracted, then the Delphi triple stages were used that the panel included 20 professors and marketing experts and 30 experts from the banking industry as well as clients It is used to extract the final indexes. Then, using the Fuzzy AHP method, the ranking of the criteria is considered. The extracted criteria are: demographic characteristics, individual feelings and attitudes of the audience, apparent features of the message, message content, market characteristics, cultural, economic, design and nature of the service, advertising methods. The results of the ranking of the results showed that the methods of advertisement, the design and nature of the service, the apparent features of the message, the emotions and attitudes of the audience, the demographic characteristics, the content of the message, the economic, market characteristics, cultural, respectively ranked first to ninth dedicated.

کلیدواژه‌ها

Banking Services؛ Marketing؛ Advertising؛ effectiveness

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