Effects of management and advertisement planning in development of milk consumption culture in Iran

Subject Areas : Journal of Cultural Management

سید اسدالله اطهری ¹ ( ندارد )
مصطفی رهگذر ² ( مسئول مکاتبات )

Received: 2014-09-09 Accepted : 2014-09-09 Published : 2012-03-20

Keywords: Management, planning, Advertising, milk consumer culture,

Abstract :

Introduction and research purpose: Not suitable for Milk consumption‐related data in the country. This will have long ‐term consequences for the health of the people is very frightening. Therefore, the main objective of this paper is to examine the impact of advertising planning and management in developing culture of milk. Method: The purpose of this research is based on a survey of applications and depending on how the data is a descriptive study. The popula 􀆟on in this study consists of 27 adver􀆟sing companies in Tehran ‐ Eighteen persons, experts and managers from Varna and 20 faculty members in the field of advertising. Due to the limitations of all members of the sample were considered and were questioned . Findings and Conclusion: The results confirm the hypothesis; culture milk ‐ according to respondents' perspective ‐ is under planning and managing advertising and promotions management and planning, advertising, religious beliefs, social customs, local values, lifestyle and influence people's beliefs.