Investigating the Relationship between the Effectiveness of Banking Advertising and Audience Attitude (Case Study: Bank Day Customers in Tehran)

Subject Areas : business management

sadaf khanbolooki ¹ , Ali Asghar Eyvazi Heshmat ² , Rasoul Sanavifard ³ , alireza aghayousefi ⁴

1 - Department of Business Management, Qom Branch, Islamic Azad University, Qom, Iran.
2 - Department of Management, Faculty of Management, Payame Noor University, Tehran, IRAN.
3 - Department of Business Management, Qom Branch, Islamic Azad University, Qom, Iran.
4 - Department of psychology, Faculty of psychology, Payame Noor University,Tehran,Iran

Received: 2022-01-16 Accepted : 2022-02-20 Published : 2022-09-23

Keywords: effectiveness, Attitude, Advertising, Bank Day,

Abstract :

Organizations, in order to create positive attitudes by using advertising tools, are able to achieve the desired changes with the appropriate motivation of the audience. The purpose of this study is to investigate the relationship between the effectiveness of advertising and audience attitudes in the banking industry. The statistical population of this study is Bank Day customers in Tehran. Due to its unlimited nature, 402 people were selected using Cochran's formula using stratified random sampling method and a questionnaire was distributed among them. The questionnaire has face validity by experts and university professors and structural validity. To calculate the reliability, Cronbach's alpha coefficient was used, which all values ​​were higher than 0.7, which indicates the high reliability of the questionnaire. Structural equation method and PLS software were used to test the research hypotheses. The results indicate that attitude and each of its dimensions have a significant effect on the effectiveness of advertising and also showed that among the dimensions of attitude, the effect of entertainment and pleasure is more than other variables on the effectiveness of advertising.