Identifying and evaluating the communication campaign model based on advertising

Subject Areas : marketing

maryam shababi ¹ , Sina Nematizadeh ^{2 *} , Nasim Nematizadeh ³

1 - Management Department ،Islamic Azad University, Central Tehran branch ،Tehran ، iran
2 - Faculty of business administration
3 - Business Management Group, Faculty of Management, Central Tehran branch, Islamic Azad University, Tehran, Iran

Received: 2024-04-20 Accepted : 2024-05-24 Published : 2025-04-01

Keywords: Communication campaign, advertisement, audience need, customer value,

Abstract :

This study aimed to model a communications campaign with a focus on advertising. Employing a mixed exploratory method, the research utilized both qualitative and quantitative approaches. Thirteen academic experts in communication campaigns and advertising were interviewed using non-random sampling until data saturation was achieved for the qualitative segment. Business managers formed the quantitative segment's sample, chosen through Cochran formula and multi-stage cluster random sampling. Data collection involved semi-structured interviews and a specially designed questionnaire. For data analysis, the qualitative side used theoretical coding with the grand theory technique, while the quantitative side employed one-sample t-tests, structural equation modeling, and confirmatory factor analysis. Findings indicated that effective communication campaigns comprise four main elements: setting objectives, message strategies, message dissemination, and systematic research. Additionally, five factors were identified as influential in campaign creation: consumer attitudes, communication efficacy, organizational resources, pricing strategies, and infrastructural support.The study also outlined five strategic components vital for campaign creation: awareness building, visual identity, message features, continual updating, and knowledge management. Moreover, it identified key platforms for campaign creation that focus on environmental factors, visual aspects, target audience, and structural design. Lastly, the research highlighted the outcomes of successful communication campaigns, which include influencing consumer behavior, enhancing financial returns, and improving operational performance.

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