A Model of the Causal Relationships of the Effectiveness of Advertising for Exporting Non-oil Products of East Azerbaijan Province to CIS Countries

Subject Areas : Industrial Management

Mojtaba Ramazani ¹

1 - Department of Management, Bonab Branch, Islamic Azad University, Bonab, Iran

Received: 2017-07-03 Accepted : 2018-01-28 Published : 2018-06-02

Keywords:

Abstract :

Today, advertising is an integral part of all marketing strategies and it plays an important role in creating customer awareness of products and services. It also is greatly effective in fostering the reputation of an organization. Accordingly, the present study aims to provide a model of the causal relationships of the effectiveness of advertising for the export of non-oil products in the East Azerbaijan province to CIS countries. To achieve the above goal, three research questions have been formulated. The research method is a descriptive one and the statistical population of this research is all exporters of East Azerbaijan province during 2011 and 2017. A total of 161 exporters were selected based on the information from the Industry, Mining, and Trade Organization. For the data analysis, the fuzzy DEMATEL method has been used. A specific questionnaire was used for collecting the data. The results of the surveys show that the continuation of advertising, the creation of a positive image of the product or service, the innovation, and creativity in the ads, the type of media, the appropriate time to advertising, repetition the propaganda, honesty in advertising messages and reputation Good brand are the eight main structures of research. The continuity of advertising, the creation of a positive image of the product or service, the innovation and creativity in the advertisement and the type of media, the most effective structures and the right time to advertise, repeat the propaganda, honesty in advertising messages and reputation and the reputation of the best brand.

References:

1. Abbasi, Khanloo and Mohammadian, Samira. (2007). Developing a Model for the Transition of Business Knowledge and Academic Entrepreneurship Awards. (Based on Comparison of the Approaches of the Five Most Valued Universities of the World), M.A. Thesis, University of Tehran.


2. Aliata, F., Vlachopoulou M., & Manthou, V. (2009). A New Advertising Effectiveness Model for Corporate Advertising Web Sites: A Relationship Marketing Approach”. Benchmarking Journal, 16(1): 372-386; accessed at www.emeraldinsight.com.


3. Amiri, A., (2008). Fundamentals of Human Communication, Tehran, Tehran Times, 1: 63-59.


4. Amiri, Ali Akbar. (2008). The Basics of Human Communication. Tehran, Tehran Times, 1: 63-59.


5. Ang, H.S., Lee, Y.H., & Leong, S.M. (2007). The Ad Creativity Cube: Conceptualization and Initial Validation. Journal of the Academy of Marketing Science, 35(2): 220-232.


6. Arize, A. (1995). The effect of exchange rate volatility on US export, an empirical investigation; Journal of Southern Economic, 62: 34-43.


7. Ashley, C. and Oliver, J.D. (2010). Creative Leaders: Thirty Years of Big Ideas. Journal of Advertising, 39(1): 115-130.


8. Bendixen, Mike, T. (1993), Advertising Effects and Effectiveness, European Journal of Marketing, 27(10).


9. Brenner, J. (2012). The Pew Research Center’s Internet and American Life Project, Available at: http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx.


10. Chan, L, Su, M & Huang, CH. (2010). Research on TV advertising effectiveness of the Taiwan Super Basketball League. The International Journal of Organizational Innovation. 3(2): 199-213.


11. Ebrahimi, T., (2002). The problems of interaction between academia and industry, analytical news magazine, 12 Science and Technology Park, Tehran University, (39).


12. Ebrahimi, Tahereh. (2011). Problems of Interaction between University and Industry. Journal of informational-analytical, Science and Technology Parks, University of Tehran, 12(39).


13. Eckler, P., and Bolls, P. (2011). Spreading the Virus: Emotional Tone of Viral Advertising and Its Effect on Forwarding Intention and Attitudes. Journal of Interactive Advertising, 11(2): 1‐11.


14. Esmailpour, H. (2006). Fundamentals of marketing management, Tehran: look dissemination of knowledge.


15. Farhangi, A. A, Firouzian, M, Sadat Mousavian, A. (2009). Examined the effectiveness of advertising in order to optimize the use of National Iranian Gas Company, Journal of Marketing Management, (7).


16. Farhangi, Ali Akbar, Firoozian, Mahmoud and Sadat Mousavian, Akram. (2009). Investigating the Effectiveness of Advertising of National Iranian Gas Company in order to optimize consumption, Journal of Marketing Management, No. 7.


17. Fattah, H. M. (2001). The Pursuit of Profits, MC Technology Marketing .Intelligence, (21): 28-32.


18. Fortin, David R., (1991) The Impact of Interactivity on Advertising Effectiveness in the New Media, Thesis of M.A., Advisor: Ruby Roy Dholakia, University of Rhode Island.


19. Ha, H. Janda, S. & Muthaly, S. (2010). Development of brand equity: evaluation of four alternative models. The Service Industries Journal, 30(6): 911–928.


20. Huang, J., Su, S., Zhou, L., and Liu, X. (2013). Attitude toward the Viral Ad: Expanding Traditional Advertising Models to Interactive Advertising. Journal of Interactive Marketing, 27(1): 36-46.


21. Ismail Poor, Hassan. (2015). Basics of Marketing Management, Tehran, Nashr-e Danesh.


22. Khanloo, A., and Mohammdian, S., (2007). Developing commercial transfer of knowledge and the requirements of academic entrepreneurship (based on a comparison of five prestigious universities in the world), theses, unpublished master, Tehran University.


23. Kirby, J. and Marsden, P. (2006). Connected Marketing: The Viral, Buzz and Word of Mouth Revolution. Oxford: Elsevier Ltd.


24. Mahdavi Adeli, Mohammad Hossein, Nowroozi, Roohollah, and Motahari, Mohabullah. (2009). The effects of Direct Foreign Investment on Non-oil Exports in Iranian Economy, Science and Development Journal, 16(27).


25. Malhotra, N.K. (2005). Attitude and Affect: New Frontiers of Research in the 21st Century. Journal of Business Research, 58(4): 477-482.


26. Mohamadian, M and Aghach, A. (2003). Pathology ads in Iran, published by adherents, printing, 20-21.


27. Mohamadian, Mahmoud. (2009). advertising management from the perspective of marketing, Tehran: adherents, Fourth Edition.


28. Mohammadi, M. (2008). To use the template in the construction of commercial messages, Journal of managers tomorrow, April Allameh Tabatabai University, Tehran.


29. Mohammadi, Mahmoud. (2008). Using the Pattern to Build an Advertising Message. The Managers' Magazine of Tomorrow, March 8th, Allameh Tabatabai University, Tehran.


30. Mohammadian, Mahmoud and Aghakhan, Abbas. (2012). Pathology of Advertising in Iran. Publishing House, 2^nd Edition, 20-21.


31. Mohammadian, Mahmoud. (2009). Marketing Management from Marketing Point of View, Tehran: 4^th edition.


32. Mortimer, Kathleen (2002). Integrating Advertising Theories with Conceptual Models of Services Advertising, Journal of Services Marketing, 16(5): 460-468.


33. Park, M. (2006). The compensatory effects of pictorial and verbal information for haptic information on consumer responses in non-store shopping environments, Ohio state University, PhD. Dissertation.


34. Poor Karimi, J. (2003).  Social media advertisements and audience attitude change, psychological approach to advertising, Journal of Research and Evaluation, No. 29.


35. Pourkarimi, Javad. (2012). Media Advertising and Change of Attitudes of the Audience, Psychological Approach to Advertising, Quarterly Journal of Research and Evaluation, No. 29.


36. Roosta, Ahmad and Khoe, A., (2007). The techniques and tactics of advertising, Tehran, (27).


37. Roosta, Ahmad, Venus, Davar and Ebrahimi, Abdolhamid. (2014). Marketing Management, Tehran, Sadegh-e-Sahand, Eighth Edition, 328-329.


38. Roosta, Ahmad and Khoya, Ali. (2007). Techniques and Tactics of Advertising. Tehran, Somayeh Publishing House, 27.


39. Rotfeld, H. J. (2006). Understanding Advertising Clutter and the Real Solution to Declining Audience Attention to Mass Media Commercial Message, Journal of Consumer Marketing 23(4): 108-181.


40. Scutaru, Adrian (2010), Evaluating Advertising Effectiveness: The Case Study of Moldovan Bank Advertising Campaign, Thesis of M.A., Supervisor: Andrzej Baniak, Central European University, and Department of Economics.


41. Tellis, Gerard, J. (2004), Effective Advertising: Understanding When, How, and Why Advertising Works, Sage Publications, Inc.


42. Thomas, S. and Kohli, S.C. (2011). Can Brand Image Move Upwards after Sideways? A Strategic Approach to Brand Placements. Business Horizons, 54(1): 41-49.