List of Articles controversy

• Open Access Article
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  1 - Evaluating and Prioritizing Effective Factors in Selecting Celebrity Endorsements for Advertising Campaigns from the Consumers' Point of View
  M. A. Abdolvand A. Hoseinzadeh Emam
  Nowadays, the use of references group in product marketing and advertising is one of the major factors in companies' promotion strategies. Celebrities as one of the major tools in advertising can lead to encourage consumers to use specific products because of their spec More

  Nowadays, the use of references group in product marketing and advertising is one of the major factors in companies' promotion strategies. Celebrities as one of the major tools in advertising can lead to encourage consumers to use specific products because of their special and unique abilities or characteristics. This study evaluate 11 factors of celebrities characteristics in order to figure out consumers believes and preferences. Finally, the factors that are effective in consumers' selection were identified and prioritized. In order to collect the required information, using questionnaire chosen 210 persons from 5  big area of Tehran ( north,south,west,east,center ) at cluster random sampling . Multiple regression with SPSS software was used for the data analysis. Study results showed that consumers' prioritizations are: celebrity popularity, multiple endorsements, celebrity-product match, celebrity credibility, celebrity physical attractiveness, celebrity-target audience, celebrity should be product user, celebrity controversy risk, previous endorsement, celebrity availability. Moreover 3 factors have significant effects that are: celebrity popularity, celebrity multiple endorsements, celebrity availability. Manuscript profile
• Open Access Article
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  2 - Promotion Methods of the Holy Jesus (PBUH) in Verse 125 of Nahl sura in the Holy Quran
  Majid Heidarifar Morteza Sazchini Abas Usefi
  This study deals with the religious advertisement methods of the holy Jesus in the holy Quran. In this regard, verses relevant to his position were extracted and then verses about his advertisement methods, according to verse 125 of Nahl sura, on the three axes of wisdo More

  This study deals with the religious advertisement methods of the holy Jesus in the holy Quran. In this regard, verses relevant to his position were extracted and then verses about his advertisement methods, according to verse 125 of Nahl sura, on the three axes of wisdom, good (hasaneh) preaching, and the best (ahsan) controversy, were analyzed. By advertisement, here, we mean crating positive interpretation about divine teachings in the society. In this study, only those verses referring to the holy Jesus' (PBUH) interactive state (a dialog between the Holy Jesus and people) are discussed. In these verses the holy Jesus tries to invite people to accept the divine religion and have faith in the Almighty God.  In this descriptive research, we concluded that the holy Jesus's advertisement methods are based upon wise revelations and inviting people to worship Allah. Such advertisement  is based on reason and rational argument and the acknowledgement of the Torah by Jesus, at the invitation of the people to faith, is an example of the best (ahsan) controversy. Manuscript profile