Presenting a Management Model to Evaluate the Effectiveness of New Advertisements on the Television Audience

Subject Areas : Public administration

Mojtaba Shahrian ¹ , Mehrdad Matani ² , Ali Fallah ³ , Mohammad Reza Bagherzadeh ⁴

1 - PhD student, Department of Media Management, Qaemshahr Branch, Islamic Azad University, Qaemshahr , Iran.
2 - Assistant Professor, Department of Media Management, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran.
3 - Assistant Professor, Department of Media Management, Noor Branch, Islamic Azad University, Noor, Iran.
4 - Assistant Professor, Department of Media Management, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran.

Received: 2024-09-06 Accepted : 2024-10-06 Published : 2024-11-10

Keywords: Management Model, New Advertising, Television Audience, Foundation Data Research Method,

Abstract :

Presenting a Management Model to Evaluate the Effectiveness of New Advertisements on the Television Audience

Mojtaba Shahrian

PhD student, Department of Media Management, Qaemshahr Branch, Islamic Azad University, Qaemshahr , Iran.

[e-mail]               

Mehrdad Matani

Assistant Professor, Department of Media Management, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran. (corresponding author)

[e-mail]     

Ali Fallah

Assistant Professor, Department of Media Management, Noor Branch, Islamic Azad University, Noor, Iran.

[e-mail]

Mohammad Reza Bagherzadeh

Assistant Professor, Department of Media Management, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran.

[e-mail]

 

Received 06 September 2024 | Revised 22 September 2024 | Accepted 06 October 2024 

Extended Abstract

With the ever-increasing expansion of technology and change in audience behavior, especially in the mass media and television, the need to evaluate and improve the effectiveness of new advertisements is felt more than ever.

Television advertising not only helps to change the attitudes and behaviors of the audience but also plays a key role in establishing a relationship between the brand and the consumer. Therefore, the current research aims to provide a model to evaluate the effectiveness of advertisements on the television audience.

The statistical population of the qualitative part was formed by experts familiar with the subject of the research, who were interviewed using a non-random and targeted method until the theoretical saturation of 15 questionnaires. Faculty members of media management and business management in Azad universities of Mazandaran province (14 university units) and 384 people were selected by simple random sampling method using Morgan's table as the sample size.

Qualitative content analysis and structural equations were used to analyze the data. The results showed that dimensions of the model include 31 components and the modeling results showed that the model has a good fit. Considering the complexities of the advertising environment and the diversity of audiences, it seems necessary to develop a coherent and applicable framework that can analyze all aspects of advertising effectiveness.

This model can help managers and marketers update their strategies with a better understanding of the effect of advertising and are directed toward optimizing the results.

According to the results obtained, the proposed model in this study is designed based on components such as audience recognition, content and form of advertising, distribution channels, market conditions, and feedback received from the audience. The use of modern data analysis methods, such as quantitative and qualitative analyses, allows for a more accurate assessment of the role of modern advertising on television audiences.

The results of the study show that modern advertising, especially in the context of television, has a significant impact on consumer attitudes and behavior by creating attractive visual experiences and using creative techniques; because television is a visual and colorful environment that can attract the audience's attention. The combination of sound, image, and movement can evoke stronger feelings and emotions in the audience and create a unique experience.

Also, television advertisements usually try to establish an emotional connection with the audience. Through storytelling and portrayal of human situations, advertisements can create a sense of empathy in the audience, which leads to increased willingness to buy and brand loyalty. On the other hand, television, as a mass medium, provides the opportunity to reach a large audience. This means that advertising messages can be transmitted to individuals more quickly and intensely, and as a result, have a greater impact on collective attitudes.

The effect of television advertising also depends on psychological factors such as repetition, familiarity, and social influence. Repetition of an advertising message can lead to greater familiarity with the brand and ultimately change consumer behavior; therefore, this effect not only leads to increased brand awareness but can also strengthen customer loyalty. Accordingly, the implementation of the proposed management model can help companies design and evaluate their advertisements more effectively and, using the data received, adopt more appropriate strategies to achieve their marketing goals.

Therefore, this research can be used as a practical resource for researchers and advertising managers and help improve decision-making processes in the field of advertising.

 Keywords:

 Management Model, New Advertising, Television Audience, Foundation Data Research Method

Contribution of authors

All authors have participated in this research in equal proportion.

Ethical approval

Written informed consent was obtained from the individuals for their anonym zed information to be published in this article.

Conflict of interest

No conflicts of interest are declared by the authors.

 

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