Analyzing the effectiveness of Isfahan municipality's cultural environmental advertising in order to provide a model

Subject Areas : Journal of Cultural Management

Diba hashemi fesharaki 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 - Assistant Professor in media management, 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: 2022-01-29 Accepted : 2022-09-02 Published : 2023-10-23

Keywords: Advertising effectiveness, Environmental advertising, Cultural advertising,

Abstract :

Screening of cultural and environmental advertisements by using the principles of advertisements in the city leads to changing the behavior and making citizens more familiar with the duties and culture of citizenship. The purpose of this study is to identify the effective components in the effectiveness of cultural and environmental advertising that uses a combination research method in both qualitative and quantitative phases to provide a model of the effectiveness of cultural and environmental advertising. In the qualitative part, using the seven-step meta-hybrid approach of Sandowski and Barroso, fifteen main components related to "causal conditions"; A key component for the "underlying factors" component; Four main components for the "interfering factors" component; Three main components were obtained for the "strategies" component and six main components were obtained for the "consequences" component. The reliability of 0.72 was confirmed by evaluation among validation experts using Fleiss kappa coefficient. In the quantitative section, fourteen samples of advertisements of the Citizenship Culture Committee of Isfahan Municipality were presented to 589 people to confirm the qualitative findings in order to evaluate the components of the effectiveness of cultural advertisements. The validity of the questions was confirmed by experts and the reliability was obtained using Cronbach's alpha 0.87.The results showed that the components of using creativity, proper selection of content, repetition, location and position of the advertisement are among the important factors for presenting an effective cultural advertisement