Representing a Model For Effectiveness Appraisal of Cultural Environmental Advertisment in Isfahan City Based on Mixe-Method Approach

Subject Areas : Media Management

دیبا Hashemi Feharaki ¹ , Reza Ebrahimzadeh ² , Akbar Etebarian ³ , Alborz Ghitani ⁴

1 - Ph.D. candidate in media management, Department of management, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran
2 - Department of management, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran
3 - Associate Professor in governmental management, Department of management, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran
4 - Assistant Professor in governmental management, Department of management, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran

Received: 2021-05-25 Accepted : 2022-03-12 Published : 2021-07-23

Keywords: Cultural advertising, Advertisement effectiveness, outdoor advertisement,

Abstract :

Cultural environmental advertising is one of the most effective ways to spread the culture of citizenships, ideas and useful social measures. The present study seeks to provide a model for evaluating the effectiveness of cultural and social environmental advertising based on a mixed exploratory approach. First, the qualitative part was evaluated using the meta-combined method based on the seven-step method of Sandowski and Barroso (2007), more than 200 articles and texts, and 58 related and valid sources were used based on the criteria of the meta-combined method. The results of the first part were obtained 15 main categories in the field of causal conditions, 3 main categories in the field of strategies, 4 main categories in intervention factors, 2 main categories in underlying factors and finally 3 main categories in the field of poppies that the results were presented in the form of a structural model based on axial coding. Then, a small part was examined by presenting a sample of cultural and social environmental advertisements of Isfahan Municipality to 589 people and was approved by the method of confirmatory and exploratory factor analysis of the components of evaluating the effectiveness of environmental cultural dverti. The results showed that in order for cultural advertising to be effective, it is necessary to pay attention to the content and information aspects of advertising. Also the factors such as creativity , novelty, transparency and frankness, attention, advertising attraction, credibility,advertising credibility and social responsibility. which are useful in presenting an effective cultural advertising.

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