peresenting an Appropriate Model for Effective Advertising in Companies with an Industrial Design Unit

Subject Areas : Industrial Management

sara saffari ¹ , Hasan Sadeghi Naeini ² , Ata Allah Abtahi ³ , Seyed Jamaleddin Tabibi ⁴ , Ali Akbar Farhangi ⁵

1 - Ph.D. Student Department of Media Management, Science and Research Branch, Islamic Azad University, Tehran Iran.
2 - Associate Professor, Department of Industrial Design, School of Architecture & Urban studies, University of Science & Technology (IUST), Tehran, Iran.
3 - Assistant Professor, Department of Media Management, Science and Research Branch, Islamic Azad University, Tehran Iran.
4 - Full Professor, Department of Health Services Management, Science and Research Branch, Islamic Azad University, Tehran Iran.
5 - Full Professor, Department of Media Management, Science and Research Branch, Islamic Azad University, Tehran Iran.

Received: 2020-01-25 Accepted : 2020-05-02 Published : 2020-01-21

Keywords: Products and Services, Customer, Advertising, Marketing, Industrial Design,

Abstract :

Nowadays, industrial design has allocated a special place to itself in the field of products marketing and development, both at national and international levels. Advertising can be a connection bridge between company and customers, the customers are fully identified and the messages of the company are effectively transmitted to them. The purpose of the present research is to present an effective advertising model for companies with an industrial design unit. Therefore, the present research is descriptive-analytical with the Inductive approach and the collection of required data was performed based on the library and document mining study, and also considering the comparative comparison of four domestic industrial design companies with four foreign industrial design companies. Based on this comparison, 82 effective advertising indicators were identified. Using content analysis method, their similar and different aspects were addressed and using MAXQDA software, the difference, similarity, evidences, and foundations of each one of these desired phenomena are explained, and 40 indices with the highest frequency that have not yet been used by Iranian industrial design companies were classified into four categories such as customer relationship, marketing, products and services, and announcements,and a model was designed based on them. Finally, some suggestions based on the research findings were presented.The result is that, for a dynamic and effective advertising, the Iranian industrial design companies require to employ the novel approaches which most of the superior companies utilize to compete and even to proceed in the market. To this end, some suggestions are offered.

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