Investigating the Effect of Advertisements of Travel and Tourism Service Companies in the Sale of Travel Insurance

Nowadays, we cannot consider advertising only as a tool to increase company sales. The understanding of information about the characteristics of goods and services can be defined as the main role of advertising. Advertising is introduced as a key element in the success and failure of companies due to the rapid development of mass media and the addition of advertising media. In addition, advertising has been considered as the main tool in creating consumer awareness of products and services due to the intense competition between companies and the rapid growth of markets, and rapid changes in consumer behavior. The present study is conducted to evaluate the advertisements of travel and tourism service companies in the sale of travel insurance based on the AIDA model. In addition to measurement and evaluation, we should investigate how the ads have affected customers after running the ads. This study is conducted to determine if the advertising of travel and tourism service companies based on the AIDA model has been able to attract attention in the first stage, attract interest in the second stage, stimulate desire in the third stage, and lead to the purchase of insurance by customers in the final stage. Therefore, the research background was first examined and then the information was collected using different sources. The questionnaire was compiled and analyzed in the next steps. According to the collected information, it was concluded that based on the AIDA model, the advertisements of travel and tourism service companies in the sale of travel insurance were effective. The advertisements of travel and tourism service companies could attract attention, interest, incite the desire and lead to the purchase of insurance by customers.

کلیدواژه ها:

marketing mix ، promotion ، advertising ، commercial advertising ، travel insurance ، AIDA model pattern