Evaluate the effectiveness of environmental advertising on attracting and encouraging customers based on AIDA model (case study: advertising companies from Mazandaran province)
- سال انتشار: 1394
- محل انتشار: دومین کنفرانس بین المللی رویکردهای نوین در علوم،مهندسی وتکنولوژی
- کد COI اختصاصی: NSOECE02_002
- زبان مقاله: انگلیسی
- تعداد مشاهده: 695
نویسندگان
Master of Marketing, Department of Management, Islamic Azad University of Babol
PhD of Industrial Management, Department of Management, Islamic Azad University of Babol (responsible writer)
چکیده
This study is aimed to evaluate the effectiveness of environmental advertising on attracting and encouraging customers based on AIDA model (case study: advertising companies from Mazandaran province, Iran). The research is a descriptive survey. Statistical universe consisted of 196 managers of advertising companies that focused on environmental advertising. In this research 130 persons were selected among them as a sample size by using simple sampling and Morgan table.Researcher made questionnaire was the tool of this study. Reliability was calculated to be 0.807 using Cronbach's alpha coefficient. Face validity and content validity were used to determine the validity of study. To analyze the data first, Kolmogorov-Smirnov test used to examine normality of data distribution and then hypothesis significant examined by using binomial test. The results showed that the environmental advertising has effects in attracting customers.Environmental advertising of advertising companies has effects on informing the customer as well as customer’s attempts to use these services and also creating customer interest and desire to use services of these companiesکلیدواژه ها
environmental advertising, customer, AIDA, advertising companies of Mazandaran provinceاطلاعات بیشتر در مورد COI
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کد COI به مفهوم کد ملی اسناد نمایه شده در سیویلیکا است و کدی یکتا و ثابت است و به همین دلیل همواره قابلیت استناد و پیگیری دارد.