Designing a model for the effectiveness of banking advertising by using the Grounded theory method (Case study: Bank Day branches in Tehran
Subject Areas : Marketing
sadaf
khanbolooki
1
(Department of Business Management, Qom Branch, Islamic Azad University, Qom, Iran.)
Ali Asghar
Eyvazi Heshmat
2
(Department of Management, Faculty of Management, Payame Noor University, Tehran, IRAN.)
Rasoul
Sanavifard
3
(Department of Business Management,Qom Branch, Islamic Azad University, Qom, Iran.)
alireza
aghayousefi
4
(Department of psychology, Faculty of psychology, Payame Noor University,Tehran,Iran)
Keywords: effectiveness, Banking industry, Advertising, grounded theory method,
Abstract :
Given that the advertising industry is a solution for the economy, it is necessary to make predictions for its effectiveness. In this regard, it is stated that what is the model of the effectiveness of bank advertising? Qualitative data collection was done using Grounded theory method and in accordance with the systematic approach of Strauss and Corbin. The statistical population of the study included academic experts, organizational managers who were selected using a snowball technique, 12 people were selected and in-depth interviews were conducted with them. The results of the research indicate that causal conditions such as the attractiveness of advertising, information, audience contact with advertising affect the effectiveness of bank advertising. Also, the necessary strategy for the effectiveness of advertising is to strengthen the content and communication stimuli, creativity, holding advertising campaigns, improving the quality of banking services (including structural factors of banks, media) and intervening conditions (including issues such as customer attitudes, Environmental factors (competitors) influence these strategies and have consequences such as improving financial performance, customer satisfaction and retention, economic growth, competitive advantage, brand positioning.
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