A model to evaluate refah bank of television advertising effectiveness with the structural equation modeling approach in community
Subject Areas : Familykorosh saeidi 1 , Ali akbar farhangi 2 , Mohammad Soltanifar 3
1 - Manager of Ardabil Refah bank
2 - Media-manangment- azad-Tehran-Iran
3 - دانشیار ارتباطات دانشگاه آزاد اسلامی واحد علوم تحقیقات تهران
Keywords: Community, Modeling, Advertising effectiveness, interest in the brand,
Abstract :
The aim of this paper is to present a model to evaluate the effectiveness of television advertising in society.The main issue is how this research can be presented a comprehensive model to measure the effectiveness of television advertising? What are the dimensions of advertising effectiveness? What is the relationship between these dimensions?? For this purpose, 384 customers of one bank branch Brtratbary well as sample was selected using multi-stage sampling.The questionnaires were used to measure advertising effectiveness fun size, content, communication, emotional response to advertising, Aad, interest in the brand, brand awareness and brand perception evaluate And reliability based on Cronbach's alpha coefficient of reliability was examined by exploratory factor analysis The research is descriptive and correlational results obtained using structural equation modeling showed TV ads that make a significant difference in the attitudes of the audience to the advertising and In fact audiences to advertisers advertising on attitude, interest in the brand,brand awareness and perception of the brand and even more reluctant to buy influence.According to the results at the end of the conceptual model, the researchers were acceptable proposals.
_||_
