Designing a Native Model for Assessment of the Effectiveness of Advertising

Subject Areas : Business Strategy

Soheila  Shamsadini ¹ (Department of Management, Central Tehran Branch, Islamic Azad University, Tehran ,Iran)
Farhad  Hanifi ² (Department of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran)
Vahid Reza  Mirabi ³ (Department of Management ,Central Tehran Branch, Islamic Azad University, Tehran, Iran)

Received: 2019-04-27 Accepted : 2019-07-23 Published : 2019-07-01

Keywords: Advertising, Marketing, Banking Services, effectiveness,

Abstract :

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.

References:

Bell Raoul, B, A. (2018). Positive Effects of Disruptive Advertising on Consumer Preferences, Journal of Interactive Marketing (41)7, 1–13.

Corvi. E. (2010). The effectiveness of advertising: a literature review, 10th Global Conference on Business & Economics, ISBN : 978-0-9830452-1-2

Cramphorn, M, F. (2011). Forum Gender effects in advertising, International Journal of Market Research Society, (53) 2, 143-145.

Cronin, J. J. & Fox, G. L. (2010). The implications of third party customer complaining for advertising efforts, Journal of advertising, (39) 2, 21-23.

Dargi, P. ( 2008). subjects and topics of marketing management with Iran market attitude, Tehran, Rasa publication

Decrop, A. (2007). The influence of message format on the effectiveness of print advertisements for tourism destinations, International Journal of Advertising, (26)4, 505–525. .

Denis. A. S., & Panasenko, A. . (2012). Evaluating Effectiveness of Bank Advertising in the Internet: Theory and Practice, World Applied Sciences Journal, ( 18 )2, 83-90.

Durdana, O, D. (2015). Measuring the quality of banking services targeting student population, EuroMed Journal of Business, (10)1, 98 – 117.

Eckler, P., & Bolls, P. (2011). Spreading the Virus: Emotional Tone of Viral Advertising and Its Effect on Forwarding Intention and Attitudes. Journal of Interactive Advertising, ( 11)2, 1-11.  

Eric W. T., & Ngai Ka-leung Karen Moon S. S., & Lam Eric S. K. Chin Spencer S. C. (2015). Social media models, technologies, and applications, Industrial Management & Data Systems, ( 115)5, 769 – 802.

Fotini Patsioura M. V., & Manthou, V. (2009). A new advertising effectiveness model for corporate advertising web sites Benchmarking, An International Journal, ( 16)3, 372 – 386.

Henry Boateng A. F. O. (2015). Consumers’ attitude towards social media advertising and their behavioural response, Journal of Research in Interactive Marketing, (9)9, 299 -312.

Hosseinabadi, , M, Nematian, M, Besharati, M. (2016). investigating the relation between mixed elements of marketing and customers satisfaction with Tehran Sarmayeh bank branches. management and entrepreneurship studies. (45)5, 162-169.

Huang, J. S. &,.  Liuning, Z. (2013). Attitude Toward the Viral Ad: Expanding Traditional Advertising Models to Interactive Advertising, Journal of Interactive Marketing, (27)1, 36-46.

Idris, M. S. A. & Khatibi, A. (2009). Personal and Psychological Factors-Does it Impact the Choice of Advertising Medium?, Journal of Social Sciences, 5(2), 104-111.

Ioannou, M., Nikolaos, B., Skoufari, E. (2014). Examining the role of advertising on the behaviour of co-operative bank consumers, Journal of Co-operative Organization and Management, (2)1, 24-33.

Kim, C., &, Park, S., &, Kwon, K., & Chang, W. (2012). An empirical test to measure the effectiveness of online advertising in online marketplaces using a hierarchical Bayes model, Expert Systems with Applications journal, (39)2, 117–128.

Kim, H. &, Hyun, j. (2010). A model to investigate the influence of marketing – mix efforts and corporate image on brand equity in the IT software sector, industrial Marketing Management. ( 40)2, 424-438.

Kim, S., & Jun, J. (2016). The impact of event advertising on attitudes and visit intentions. Journal of Hospitality and Tourism Management, (29)5, 1-8. . ‏

Kirby, J. &, Marsden, L. (2006). Connected marketing : the viral, buzz and word of mouth revolution, journal of  Butterworth-Heinemann, (20)4, 13-19.

Madera, Q., &, Castillo, M. &, García, V. &, Mancilla, A. (2017). A method based on Interactive Evolutionary Computation and fuzzy logic for increasing the effectiveness of advertising campaigns, journal of  Information Sciences, (45)5, 175–186.

Mahmoudian, M, Rabiei, A, Jamili, B. ( 2011). evaluation of effectiveness of Parsian bank advertisement and identifying the most important factors in increasing its effectiveness in Tehran city, modern marketing studies, , No. 2, 17-40.

Manjagani, S. A., Tabasi Lotfabadi, V. ( 2015). factors effective on advertisement effectiveness on financial stoop of legal clinets of Mashhad city with AHP approach, finance journal, No. 75, 1-121.

Manjgani, S. A., Lotfabadi, V. T. ( 2015). factors effective on effectiveness of advertisement on financial stoop of legal clients of Mashhad City with AHP approach, finance journal, No. 75, 121-146.

Marion, G. &, Wagner, U. &, Maria, B. (2017). The Effect of Media Multitasking on Advertising Message Effectiveness, Psychology & Marketing journal, ( 34)2, 138–156.

Martín-Santana J. D., &, Reinares-Lara, E, &, Reinares-Lara, P. (2017). Influence of radio spokesperson gender and vocal pitch on advertising effectiveness: The role of listener gender, Spanish Journal of Marketing, (21)1, 63-71.

McKay-Nesbitt, J., V. &, Manchanda, R., C. &, Smith, M., & A. Huhmann, B. (2011). Effects of age, need for cognition, and affective intensity on advertising effectiveness. Journal of Business Research (64)2, 12–17.

Moch, N. (2013). Competition in fragmented markets: New evidence from the German banking industry in the light of the subprime crisis, Journal of Banking & Finance, (37)8, 2908-2919.

Moorthy, S. &, Hawkins, S. (2005). Advertising repetition and quality perception. Journal of Business Research, (58)2, 354– 360.