Mass communication have the power to create false desires in audiences. Radio is one of them and its audio attribute makes it different from other mass communication media. One of the most common massages through these media is commercial advertisements, so much so they arose a lot of reactions in defense or criticism of them. The importance of this media and this massage and also the lack of a guideline for how these two should interact, show the need of a model for producing radio commercial advertisements. The purpose of this study was the same and because of that, it used Grounded Theory as the research method. Statistical Population were the Elites in the subject of the study and they participated via Snowball Sampling and Semi-structured interview. Data Analysis been done based on the three steps of Strauss and Corbin Approach which includes the Phenomenon, the Causal Conditions, the Strategies, the Intervening Conditions, the Context Conditions and the Results. The results of the study showed the producing commercial advertisements in radio as the Phenomenon and the Causal Conditions with 6 axies, the Strategies with 5, the Intervening Conditions with 3 axies, and the Context Conditions with 3 axies and the Results with 5 axies. This result showed that in producing commercial advertisements in radio using famous narrator, creating image in people’s mind, branding radio stations and considering time of broadcting and type of station have  Manuscript profile

Open Access Article

2 - Representing a Model For Effectiveness Appraisal of Cultural Environmental Advertisment in Isfahan City Based on Mixe-Method Approach
دیبا Hashemi Feharaki Reza Ebrahimzadeh Akbar Etebarian Alborz Ghitani

10.30495/mediastudies.2022.60970.1389

Cultural environmental advertising is one of the most effective ways to spread the culture of citizenships, ideas and useful social measures. The present study seeks to provide a model for evaluating the effectiveness of cultural and social environmental advertising bas More

Cultural environmental advertising is one of the most effective ways to spread the culture of citizenships, ideas and useful social measures. The present study seeks to provide a model for evaluating the effectiveness of cultural and social environmental advertising based on a mixed exploratory approach. First, the qualitative part was evaluated using the meta-combined method based on the seven-step method of Sandowski and Barroso (2007), more than 200 articles and texts, and 58 related and valid sources were used based on the criteria of the meta-combined method. The results of the first part were obtained 15 main categories in the field of causal conditions, 3 main categories in the field of strategies, 4 main categories in intervention factors, 2 main categories in underlying factors and finally 3 main categories in the field of poppies that the results were presented in the form of a structural model based on axial coding. Then, a small part was examined by presenting a sample of cultural and social environmental advertisements of Isfahan Municipality to 589 people and was approved by the method of confirmatory and exploratory factor analysis of the components of evaluating the effectiveness of environmental cultural dverti. The results showed that in order for cultural advertising to be effective, it is necessary to pay attention to the content and information aspects of advertising. Also the factors such as creativity , novelty, transparency and frankness, attention, advertising attraction, credibility,advertising credibility and social responsibility. which are useful in presenting an effective cultural advertising. Manuscript profile

Open Access Article

3 - A Survey on the Effect of Television Advertisements of Tehran Province Water and Sewage Co. on Water Economization among the Citizens of Tehran
Bita Shahmansouri Fatemeh Tavakol

The present research is an attempt to study the effects of television advertisements, commissioned by Tehran Province Waterand Sewage Co. on encouraging the citizens of Tehran to economize on the consumption of drinking water. Furthermore, theeffects of television adver More

The present research is an attempt to study the effects of television advertisements, commissioned by Tehran Province Waterand Sewage Co. on encouraging the citizens of Tehran to economize on the consumption of drinking water. Furthermore, theeffects of television advertisements on promoting citizen knowledge of drinking water shortages in Tehran, the effects of howthis knowledge would influence their attitude towards the optimization of water consumption, and the effects of citizenattitude towards their reactions in dealing with water shortages have been studied in an integrated form based on Fishbein &Ajzen contentment pattern, and Knowledge – Attitude – Practice (KAP) communication pattern.This research is a survey conducted through the use of questionnaires, and the 385 samples were chosen through a clustermethod from the six districts of Tehran Province Water and Sewage Co. The data produced by this research indicates that thecitizens of Tehran share a positive view of television advertisements, and the promotion of their knowledge has changed theirattitude into showing a more convenient behavior with regards to the drinking water supplies of the city of Tehran.This research indicates that despite the positive attitude of the research samples toward television advertisements, theprincipal hypothesis based on the direct relationship between television advertisements and the level of economization ondrinking water is not significant. The relationship between television advertisements and the level of citizen knowledgeregarding shortages of drinking water is not significant either. Despite the existing correlation between the variables ofknowledge, attitude, and behavior with the level of economization of water by the samples, these variables do not seem to beeffected by television advertisements. Besides the aforementioned hypotheses, the relationship between some otherindependent variables and economization of water were studied and significant differences regarding the economization ofwater, were only seen among the six districts of Tehran Province Water and Sewage Co. The data produced by this researchsupports Fishbein & Ajzen theory and KAP communication pattern. The confirmation of the analytic pattern of the researchmeans that the knowledge of individuals could influence their attitude, and the attitude of the individuals could in turn resultin a concordant change of behavior. Manuscript profile

Open Access Article

4 - Sociological Evaluation of the Effect of Advertisement on the Amount and Kind of Consumption among Iranian Women
Talieh Khademian Nayereh Mobarakifard

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Open Access Article

5 - Interactive Communication Channels and Their Appropriateness for the FMCG Business
Aasim Munir Dad

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Open Access Article

6 - Analyzing the effect of internet advertising on Iran’s industrial market, using a systemic approach and Fuzzy DEMATEL method
ALI SHAHABI reza radfar

Nowadays, advertising has become an inseparable part of human life. Considering the principal that says ‘as long as there is a need the advertising exists’, an industrial and civilized, or in other words, today’s society, cannot sustain without adverti More

Nowadays, advertising has become an inseparable part of human life. Considering the principal that says ‘as long as there is a need the advertising exists’, an industrial and civilized, or in other words, today’s society, cannot sustain without advertising goods and services. In order to recognize the affecting variables In the area of internet advertising on industrial market, and to understand its relating dynamisms, Delphi method and literature of the subject is used, and a primary model using System Dynamics Modeling approach and drawings of Casual Loop Diagram were suggested, which illustrate variables and dynamisms in this field. To study the effect of variables and obtaining the final model, fuzzy DEMATEL technic is used. Based on the proposed model, Industrial market development, website development, online advertising, profits and user engagement, has the greatest influence.The results show a strong mutual relationship between advertisement and the level of industrial market development, and this procedure can improve in a dynamic cycle through the time. Manuscript profile

Open Access Article

7 - Impact of the Culture and Content of Humorous Advertisement the Intention is to Buy a Product in the Framework of Customer Perceptions and Perceptions
Seyed Mohammad baqery azita Gholipour Godarzei

Advertising is one of the most important communication tools for people who intend to sell a product or service to someone. Identifying the most important factors in increasing the effectiveness of advertising and taking them into account when preparing an advertising p More

Advertising is one of the most important communication tools for people who intend to sell a product or service to someone. Identifying the most important factors in increasing the effectiveness of advertising and taking them into account when preparing an advertising program can have a significant effect on improving advertising and increasing its effectiveness. The purpose of this study is to determine the impact of the culture and content of humorous advertisement the intention is to buy a product in the framework of customer perceptions and perceptions. Also, the present study is descriptive in terms of data collection. In this study, the library method and questionnaire were used to collect data. The sample size in this study was unlimited and not measurable. The sample size is 384. The sample size of this study is based on Morgan's table. For analysis of data SPSS and Liserl software were used. The results of this study showed that the content of the wit has a positive and significant effect on the intention to buy, the intention to use the brand, the perception of satire, the effectiveness of the advertisement, the tendency toward advertising and the attitude towards the advertisement. Hypothesis of perception of humor about buying intention, intention to use brand, advertising effectiveness, and tendency to advertise the attitude toward the ad was approved, but the impact of the tendency toward advertising on the intention to use the brand was not approved and rejected. Manuscript profile

Open Access Article

8 - Right Website Model, RWM Selecting Right Website for Publication of Internet Advertisement
K. Heidarzadeh M. Behboudi A. Ardakani

Publishing advertisement through Internet channel is an issue whose importance has been doubled by commercializing web. Existence of more than 65 billion websites in the Internet has made it impossible to publish advertisement with high efficiency through this channel w More

Publishing advertisement through Internet channel is an issue whose importance has been doubled by commercializing web. Existence of more than 65 billion websites in the Internet has made it impossible to publish advertisement with high efficiency through this channel which seems very easy. In this respect, the present study embarks to answer the question that "what is the most appropriate website for publishing a display ad in the world of web?" Since the concept of "right website" and advertisement in the web are new issues, the combinational method of comparative-inductive is used in this study. In this regard, first a content analysis was conducted on international studies and five features influencing right website selection were identified from among 90 previous studies in the area of Internet advertisement and marketing. The key features include: quality of electronic services, user-oriented design, electronic business model, interaction, and type of website involvement. Then, considering each of the extracted features, the conceptual model of right website selection was designed and in order to evaluate the model, a 5-scale Likert format questionnaire was developed which presented each feature as a hypothesis and tested their effect on the selection of right website for publishing advertisement. Although the test was strict, all hypotheses were confirmed by the experts. After confirmation of the conceptual model, a specific methodology was designed for operationalizing the model on the basis of TOPSIS farness from and closeness to the ideal. According to this mechanism, the model of right website selection is presented. At the end, a case study was conducted to evaluate the performance of the model and the results indicated that the model possess a good operational capacity.   Manuscript profile

Open Access Article

9 - An Investigation of Iran’s National Gas Company Advertisements’ Effectiveness in Optimizing Consumption
A. A. Farhangi M. Firooziyan A. Moosavian

Nowadays, advertisements as marketing tools try to create a logical relationship between customers’ needs and corporations’ goals. Therefore, the coordination between demand and supply is one of the most important functions of advertisements.& More

Nowadays, advertisements as marketing tools try to create a logical relationship between customers’ needs and corporations’ goals. Therefore, the coordination between demand and supply is one of the most important functions of advertisements. Iran’s national gas company has tried to form the right consumption behavior among consumers through creating an appropriate culture. One of the goals of Iran’s national gas company is to optimize consumption; therefore, it has used television advertisements widely. How much it has fulfilled its goals is the main subject of this article. In this study, we have tried to investigate the overall effectiveness of these programs, and the success of each advertisement presented through winter of 2008 through one advertisement’s effectiveness model. To do this, we chose the research sample among house gas consumers in Tehran and gathered the data through questionnaires. The findings show that although some TV advertisements succeeded, they have not changed the consumption models as desired. Manuscript profile

Open Access Article

10 - Recognizing of Effective Factors on Welcoming Advertising Billboard by Business Companies in Hormozgan Province (Case Study: Advertising Company)
R. Samadi Tirandazi R. Ahmadi A. Tizro S. Mohammadipour

The study seeks to identify and determine the importance of effective factors on welcoming business companies from suburban billboards in Hormozgan province. Recognizing these factors offers  solutions for more attraction of  billboards  and  their w More

The study seeks to identify and determine the importance of effective factors on welcoming business companies from suburban billboards in Hormozgan province. Recognizing these factors offers  solutions for more attraction of  billboards  and  their welcoming .This study is applied base on purpose and base on data collection  is  survey  . Statistical community of this research is all active advertising companies in Bandarabbas (45 companies) that includes 80 advertising experts. The main  tool for data collection is interview and questionnaire. After assessing reliability and validity of  questionnaire, they were distributed among of advertising experts  and 61 questionnaires were returned. obtained  data were analyzed by descriptive statistics , one sample T-Test and Friedman Test  in SPSS software. The results indicate that the main factors identified  are related to business companies , roads , advertising companies and billboard and among of these factors , traffic rate in road , road type , the business company perception of  billboard media and its effectiveness , the kind of marketing activities of advertising companies , financial ability of business companies are more important.  Manuscript profile

Open Access Article

11 - Analyzing the Effect of Internet Advertising on Iran’s Industrial Market, Using Fuzzy Dematel Method and a Systemic Approach
R. Radfar A. Shahabi

Nowadays, advertising has become an inseparable part of human life. Considering the principal that says ‘as long as there is a need the advertising exists’, an industrial and civilized, or in other words, today’s society, cannot sustain without adverti More

Nowadays, advertising has become an inseparable part of human life. Considering the principal that says ‘as long as there is a need the advertising exists’, an industrial and civilized, or in other words, today’s society, cannot sustain without advertising goods and services. In order to recognize the affecting variables In the area of  internet advertising on industrial market, and to understand its relating dynamisms, Delphi method and literature of the subject is used, and Fuzzy Dematel Techniques were used to determine the effect of variables. According to results, there was a strong bilateral relationship between internet advertising and the development of the industrial market that this process can be strengthened over time as a dynamic cycle. Also industrial market development, development of online website advertising, and participation of users, has the greatest influence. Finally, a dynamic model was provided using systems dynamics modeling approach and drawings of Casual Loop Diagram(CLD) to better understand this dynamics relationship. Manuscript profile

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12 - A Proposed Model for Mobile Banking Adoption from Customers Perspective and Compare it with World Known Models
S. Karkhanei Sh. Mohammadi

Recent advances in wireless technologies and devices, has created new opportunities to provide innovative banking services named Mobile banking. With mobile banking, customers are able to conduct banking services at anyplace and anytime and to connect banking service ea More

Recent advances in wireless technologies and devices, has created new opportunities to provide innovative banking services named Mobile banking. With mobile banking, customers are able to conduct banking services at anyplace and anytime and to connect banking service easily and quickly with mobile devices. Since the penetration rate of mobile devices is more than other technologies, if mobile banking accepted by the customers can decreases costs of banks and customers effectively. Worldwide researches has shown that despite there are numerous benefits that mobile banking provides for customers and banks, it is not accepted by the customers. Research on factors affecting the adoption of mobile banking by customers can be helpful in resolving this issue. Therefore, in this study a new model for the adoption of mobile banking taking into account the role of advertisement is presented. The proposed model combines the Unified Theory of Acceptance and Usage of Technology (UTAUT) with Task Technology Fit (TTF), and adds other influencing factors. Also, the proposed model is compared with the world known models in this research.   Manuscript profile

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13 - THE EFFECT OF ADVERTISING METHODS ON THE FLOURISH OF TOURISM INDUSTRY IN THE ORGANIZATION OF CULTURAL INHERITANCE, TOURISM AND CRAFTS, AND PRESENTING AN APPROPRIATE MODEL
Z. Broumand S. R. S. Amire A. Heydari

In this article in order to indicate the effect of advertising methods on theflourish of tourism industry in the organization of cultural inheritance,tourism and crafts the importance of tourism and its role in guaranteeingcountries’ national income are described More

In this article in order to indicate the effect of advertising methods on theflourish of tourism industry in the organization of cultural inheritance,tourism and crafts the importance of tourism and its role in guaranteeingcountries’ national income are described first, and then it is dealt with theposition of this industry in Iran, and providing an analytic model ofresearch, the usage of advertising tools such as attending international fairsand conferences, using mass media, benefiting from professionalmagazines and creating cultural offices for attracting tourists are suggested.At the end, the outcoming data is analyzed, and the results from thehypothesis tests are presented according to the questionnaires distributedamong experts of tourism and craft organization. Taking the data from theresearch into consideration, it has been clear that using the professionalmagazines of the international tourism has the most important role intourism development Manuscript profile

Open Access Article

14 - The relation between visual image of regions within city of Tehran and the expected behavior of citizens
نیره زیبایی دکتر راضیه رضا زاده

Urban design and planning is now influenced by new approaches and different schools of thought.  The visual image of the city for architects and urban designers is now more important than ever before especially in urban metropolitan centers.  The present study More

Urban design and planning is now influenced by new approaches and different schools of thought.  The visual image of the city for architects and urban designers is now more important than ever before especially in urban metropolitan centers.  The present study is aimed to investigate the relation between visual image of the city of Tehran and the expected behavior of citizens. The subject group consists of professionals employed in architecture, urban planning, and beautification department of City of Tehran as dispersed in the 22 regional offices.  The sample size was 253 consisting of various age groups and both male and female employee.  The data was gathered through a designed questionnaire, and the descriptive and analytical statistical techniques were used to explore the data.  The results show that the main hypothesis of the research, there is a correlation between the visual image of the city and the expected behavior of citizens.  Also the results show that there are correlations between the visual image of Tehran and vandalism, urban security, citizen's calmness and orientation. Therefore it seems that further attention of authorities and urban planners to the issues of visual image of the city of Tehran would provide further possibilities for satisfaction with and preference of citizens. Manuscript profile

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15 - Study and evaluation of outdoor advertising in urban spaces (Case study: distance between Enqelab square and Valiasr intersection in Tehran city)
omid heydari Lobat zebardast faheime asgarirad

10.22034/jest.1970.14728

Abstract Background and Objective: Outdoor advertising is a new medium in Environmental Graphic which has been taken into account in urban sceneries and passages of Iran. This type of advertisement is of high importance in primary design of cities, proper application of More

Abstract Background and Objective: Outdoor advertising is a new medium in Environmental Graphic which has been taken into account in urban sceneries and passages of Iran. This type of advertisement is of high importance in primary design of cities, proper application of urban spaces and consideration of texture and social position of a city. The aim of this study is to assess and prioritize the turbulence intensity of the elements of outdoor advertising index within the studied domain. Method: The method used in the current study is a descriptive-analytic type. The required data were obtained through a questionnaire (Likert scale). In the hypothesis adopted in this study it was expected that a visual turbulence in frontage indicatordoes not exceed the average. To examine the current hypothesis six factors of undesirable vision by existing disharmonic rhythm in frontage, undesirable vision caused by posters and advertisement installation, undesirable vision caused by existing dirty boards, improper boards in terms of shape, size, legibility, inappropriate size of buildings’ doors and windows, undesirable vision caused by existing annexations on buildings for view and advertisement were determined. The hypothesis was examined by utilizing statistical average methods. Then each factor was analyzed by Analytic Hierarchical Process (AHP). Findings: Frontage and advertisement index of factors were determined by identifying different aspects of outdoor advertising. Considering the experts’ opinions and field trip, undesirable vision factor caused by posters and advertisement installation had the highest pollution, whereas inappropriate size of buildings’ doors and windows had the least pollution. Discussion and Conclusion: Results showed that the hypothesis is acceptable and the amount of it is not more than average. Hence, among existing outdoor advertising in the studied domain, advertisement on pavements causes the most exciting and visual turbulence by gaining a “high” grade and billboards have the least effectiveness in creating environmental turbulence by gaining a “very low” grade. Manuscript profile

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16 - The Effect of Social Networks on Oral Advertisements and Tourists' Feelings in Northern Iranian Rivers
Hossein Mousazadeh Izsák Éva Farahnaz Akbarzadeh

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17 - Investigating the function of environmental advertising in urban spaces and its effect on promoting social resilience in Tehran city
Abbas Mohammadiyan Mohammadreza Ghaedi Alireza Biabannavard Sarvestani

10.30495/juepd.2023.1982602.1165

Social resilience plays an important role in urban development and management today. This type of resilience is influenced by various conditions and indicators, of which advertising in the urban environment can be considered one of the most important; Because advertisem More

Social resilience plays an important role in urban development and management today. This type of resilience is influenced by various conditions and indicators, of which advertising in the urban environment can be considered one of the most important; Because advertisements visually and mentally create different conditions for citizens. In this research, the aim is to investigate the effects and function of urban environmental advertising on the promotion of social resilience in Tehran city. The research method is descriptive-analytical and based on field data. The data collection tool was a questionnaire that was collected at the level of the statistical population (8,694,000 people) in different regions. Based on Cochran's formula, the sample size was determined to be 384 people. The structural and content validity of the verification tool as well as the reliability were confirmed with Cronbach's alpha above 0.70. The result showed that the function of urban environment advertising is positive on social resilience. Such that the advertising of the urban environment has the greatest impact on social resilience through the improvement of information to citizens with an amount equal to 0.601; They show the improvement of citizens' brand awareness with 0.580 and the reduction of citizens' expenses with 0.541. The result also showed that due to the poor state of social resilience in Tehran, awareness of urban people with education; healthy environment advertising; improving the power of organizing advertising; Empowerment to deal with risk and vulnerability and good governance with favorable policies are 5 effective indicators in promoting a resilient society according to urban environment advertising.Extended AbstractIntroduction:Environmental advertising is one of the most widely used advertising media, which includes a wide and diverse range of public arenas in urban spaces. This media, in addition to its positive aspects, if it is not properly organized, as one of the most important causes of visual pollution, it creates adverse effects on the quality of the urban environment and the mental comfort of citizens. Environmental advertising is a means of implementing marketing strategies that we face on a relatively large scale every day. In this regard, a lot of money is always spent on designing and implementing such advertisements, especially billboards in the city. In this research, the city of Tehran has been selected as a case study. Tehran metropolis has a special position due to its centrality and various economic and social characteristics. The topic of environmental advertising in this city also has a great place and all kinds of advertising can be seen in this city in different ways. Advertisements in Tehran have different visual and mental effects, which can be well imagined in the life of this city. A large part of environmental advertising in this city can be related to social resilience; Because social resilience happens as a result of knowledge, awareness, social capital and indicators like this. Considering that social resilience is one of the important issues in Tehran metropolis, various indicators and functions in this field should be studied and studied. Urban environmental advertising is also one of these important and basic issues. In this research, the aim is to investigate the effects and function of urban environmental advertising on the promotion of social resilience in the city of Tehran, so that effective strategies or indicators can be identified in this field by using the knowledge of the effects.Methodology:According to its nature, the research method is descriptive-analytical and applied in terms of purpose. The statistical population of the research includes the citizens of Tehran. According to the statistics of 2015, there are 8,694,000 people. Based on Cochran's formula, the statistical sample for the statistical population at the individual level was calculated as 384 people. The sampling method is at the citizen level, which was done randomly. There are two types of information collection methods: library (documents) and field (survey). The research collection tool is a questionnaire. For analysis, the data are summarized, coded and categorized and finally processed to provide the basis for analyzes and connections between these data in order to answer the questions. The collected raw data was entered into SPSS software and finally the data was analyzed. The structural and content validity of the questionnaire was confirmed, as well as reliability, with Cronbach's alpha coefficient greater than 0.70. The table below shows Cronbach's index and middle coefficient for different sections.Results and discussion:The test results of social resilience indicators show that all indicators were significant at a level less than 0.05. Examining the significance direction using the test mean confirms that the mean values for all social resilience indicators are lower than the test mean (3) and therefore it can be concluded that the social resilience of Tehran city has been assessed inappropriately. In this context, the maximum average values related to the index of participation in public benefit activities with a value of 2.356; Cooperation in neighborhood development programs with a value of 2.350 and the index of collective action and participation of citizens in neighborhood decision-making with a value of 2.221. The minimum average was also related to the index of residents' trust in each other with an average of 1.652. Comparing the minimum and maximum average indicators confirms the poor state of social resilience.The result showed that the correlation between urban environmental advertising and promoting social resilience is equal to 0.932, which is a direct correlation. But with all the effects of urban environmental advertising, they have the ability to explain 93% of the changes (variance) of tourism development, and 7% of the changes are explained by other factors or indicators. The improvement of information to citizens with an amount equal to 0.601 units predicts the variable of social resilience, which in fact includes the most impact of urban environment advertisements on social resilience. Also, they show the improvement of citizens' brand awareness with the amount of 0.580 units, which means predicting 58% of social resilience changes. Reduction of citizens' expenses, as the third effect of urban environmental advertising, predicts changes in social resilience with 0.541 units. The lowest impact of urban environment advertising on social resilience is related to two indicators of increasing communication between citizens and decision makers with an explanation of 0.074 and empowering citizens in the field of crises with an explanation of 0.129. In general, the effects of urban environment advertising on social resilience are positive, and urban environment advertising can have significant effects in promoting resilience and improving urban conditions.The result of the research showed that in order to promote a resilient society against urban environmental advertising, several strategies or indicators are effective, which are awareness of urban people with education; Advertising for a healthy environment, organizing advertising; Empowering citizens and good governance with favorable policies are among the most important.Conclusion:In general, the result of the research confirms that advertising of the urban environment can be a suitable strategy to promote social resilience, which is effective in various aspects, such as improving the knowledge of citizens, informing citizens, realizing transparency in urban management, and reducing social vulnerability. And... it can be realized in the urban environment. Manuscript profile

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18 - Evaluating the extent to which public relations of private organizations employ social networks to introduce products and services
Alireza Biabannavard Sarvestani Helen Hedeshian

10.30495/jsm.2023.1977540.1746

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19 - A Hybrid MCDM Model to Identify and Prioritize of Promotional Mix Tools in Plastic Industry
Ali Mohaghar Shahram Hashemnia Seyed Hojjat Bazazzadeh Roya Eghbal

Marketing is a process by which people exchange goods and meet their needs and demands. Marketing mix or 4p (product price, place, promotion) is a powerful tool that helps to advance marketing goals. The purpose of promotion is the activities by which the company gives More

Marketing is a process by which people exchange goods and meet their needs and demands. Marketing mix or 4p (product price, place, promotion) is a powerful tool that helps to advance marketing goals. The purpose of promotion is the activities by which the company gives costumer good information about its products and encourages him/her to purchase. So, by prioritization of the components of promotion mix (Advertisement, Sale promotion, Public relations, Personal selling, Direct marketing) compatible with any business, increase in the sale can be achieved. The purpose of this study is to help managers in plastic industry companies in order to identify and prioritize mix promotional tools to improve their sale. For this purpose, 22 effective promotional tools in the plastic industry were identified with the help of library research and experts ideas. 105 head managers with at least 5 years of experience were examined. To collect the data, the researchers used a questionnaire with Cronbach Alpha with the range of 65-83 for all the items and the Validity of questionnaire was confirmed by the experts. After identifying appropriate mix promotional tools by experts, they were prioritized by MADM methods (SAW, TOPSIS, ELECTRA, and LINMAP). As the results of mentioned methods were not the same, in order to reach a consensus, the researchers used mix methods called Copeland. The result of prioritizing by Copeland showed that TV advertisement, trade fairs (creating a special imagination in costumer’s mind by showing the product) and present sale of the product, have more priority relative to other tools. Based on the results, managers and marketers in the plastic industry will be able to identify the best mix promotional methods by the use of multi-attribute decision-making methods and so they can enhance their sale.     Manuscript profile

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20 - The examination of the role of tendency to language and ethnic identity on the preference of commercial advertising language
Amir Rastegar Khaled Mustafa Gazizade Iman Safarabadi Farahani

The cultural environment is made up of forces that affect the initial values, feelings, preferences and behaviors and this environment is considered in marketing and advertising. The cultural variables which are considered in marketing research are ethnicity, socioecono More

The cultural environment is made up of forces that affect the initial values, feelings, preferences and behaviors and this environment is considered in marketing and advertising. The cultural variables which are considered in marketing research are ethnicity, socioeconomic status, place of birth, ethnicity, language preference and competence in a second language. In this study we sought to determine the impact of ethnic identity and language preferences on preferred language of commercial advertisements and audiences' attitudes towards these advertisements. Among these variables national identity, gender and education were examined as adjustments variables. The population and the language of the study are Tabriz city and Azeri language respectively. The results of the study indicate that there is a positive attitude toward Azeri advertisements in Azeri-speaking population. Regarding that most people are willing to use Azeri language so these people prefer Azeri advertisements.                                                                                                             Manuscript profile

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21 - A study of factors effecting the attraction of industrial units in Iranian exhibition centers (Case study: Tabriz international exhibition co.)
Hosein Beyorani Ebrahim Garlge

This research deals with the factors that lead to encouragement and increasing satisfaction of industrial units participating in any exhibition. These factors can not only bring in repeated request from previous industrial units but also attract new ones into the exhibi More

This research deals with the factors that lead to encouragement and increasing satisfaction of industrial units participating in any exhibition. These factors can not only bring in repeated request from previous industrial units but also attract new ones into the exhibition. According to those active firms in exhibition centers, the most important factors are: the design of booth place, available public services in exhibition center, advertising and attracting professional visitors. The data analysis was done by the use of spss software. The results showed that the exhibition holders in order to attract the industrial units and improve their conditions, they must establish proper actions in advertisement, welfare services, inviting professional visitors and the improved booth place design to obtain the satisfaction of booth holders.   Manuscript profile

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22 - The Effect of Word-Of-Mouth Advertisements on the Responses of Clients (Case Study: Mobile Operators)
Mohammad Reza Eghbal

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23 - Schematic Structure of Job Advertisements in English and Persian: A Comparative Study and Preliminary Framework
Biook Behnam Nasrin Behnam

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24 - 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

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25 - Investigate the Relationship between the Media Advertisementsand the Consumer Confidence (Case Study: Citizens over 18 Years in Ardabil)
ali jafari Mahdieh Bakhshi

This study aimed to investigate the relationship between the media advertisements and the consumer confidence (Case study: citizens over 18 years in Ardabil) took place. The purpose of applied research and data collection methodology is survey. The population of this st More

This study aimed to investigate the relationship between the media advertisements and the consumer confidence (Case study: citizens over 18 years in Ardabil) took place. The purpose of applied research and data collection methodology is survey. The population of this study all citizens over 18 years In the city of Ardabil. To determine the sample size Cochran formula Was used and the sample was estimated 384 people. The sampling Is multistage cluster. In order to collect the required data, the Questionnaire was used. Data processing and SPSS software. Is analyzed. For analyzed by Pearson's correlation coefficient Used. The results showed that the mass media with There is a significant positive relationship between the level of consumer confidence. Also, the Product placements provincial TV, radio advertising products in the province, Advertising products in social networks and advertising products in the local press There is a significant positive relationship between the level of consumer confidence, but between the Web sites advertising products in conjunction with consumer confidence Not significant. Manuscript profile

Open Access Article

26 - Combining Application of Factor Analysis and SWOT to Survey Marketing and Advertisement: A Case Study of Pistachio in Kerman Province
T. Sadeghi K. Ehsanpour R. Sedaghat

10.22034/jon.2013.515707

Manuscript profile

Open Access Article

27 - Investigation of Environmental Changes on the Characteristics of Tree Frog (Hyla Savignyi, Audouin, 1827); Acoustic Production and Reproductive Effort in Male Sex
Raziyeh Alaei Alireza Pesarakloo Masoumeh Najibzadeh

10.22034/ascij.2021.684777

Understanding the evolution of life history requires analyzing the balance between the energy devoted to growth, development, and reproduction activities and how to adjust this balance to maximize lifetime reproductive success. On the other hand, advertisement calls pla More

Understanding the evolution of life history requires analyzing the balance between the energy devoted to growth, development, and reproduction activities and how to adjust this balance to maximize lifetime reproductive success. On the other hand, advertisement calls play an essential role in the characteristics of life history, having a direct relationship with the activities of production and finally the success of the reproductive organ. Considering the effective role of environment on characteristics of amphibians, the main purpose of our study was to study the environmental variations of acoustic traits and reproductive investment in male populations of H. savignyi tree frog in central and western Iran. For investigating the production investment, testicular weight, and size along with body weight and length (SVL) traits in all populations of H. savignyi were studied at altitude range of 1000-2117 m. Moreover, for acoustic studies, five standard acoustic traits Call duration (CD), Inter-call interval (IC), Note duration (ND), Inter-note interval (IN), and Number of note per call (N/C) of this species were studied in different populations and temperature ranges. The study of quantitative testicular traits and traits related to body features (SVL and weight) showed a significant negative relationship in testicular weight and size with increasing altitude, while this relationship followed the opposite result for both SVL and weight, indicating a balance between growth and reproductive activities in this species. The results of comparison of advertisement calls showed that H. savignyi calls have a common structure in all populations. Moreover, the effect of temperature on acoustic parameters significantly (P≤0.05) reflected the determining role of temperature on all the studied acoustic characteristics.. Manuscript profile

Open Access Article

28 - The Role of Advertisements in Body Management. (Case Study of Kermanshah citizens)
alireza hosaini pakdehi yaghob moradi

  These days imagining the word without advertisements is impossible. Every people willingly or unwillingly is under exposition of advertisements. We are affected by these advertisements and running away from these affections is impossible. Some thinkers believe th More

  These days imagining the word without advertisements is impossible. Every people willingly or unwillingly is under exposition of advertisements. We are affected by these advertisements and running away from these affections is impossible. Some thinkers believe that body is affected by advertisement. Men and women by using advertisements codes in media, newspapers magazines and so on try to look good and be coordinated with social and cultural expectations about beauty. These advertisements in media, newspapers and magazines are full of messages which promote beauty surgeries, and sexual attraction of body as a value. The purpose of present study is investigation about the role of advertisement in body management. At first research literature has been reviewed and secondly some hypotheses, based on implant theory and Baudrillard, has been developed. Present survey used self-report questionnaire technique. Sample of study was 400 Kermanshah citizens who have 18 years old and higher. Sampling technique was mixed method by stage by stage and clustering method. Results suggested that there is significant relationship between advertisement and beauty surgery, weight control, clothing both in behavioral and attitudinal dimension. Manuscript profile

Open Access Article

29 - The amount of social trust on advertisements of online social networks
Ferydoon Kamran Ali Ghiyasian Mehdi Akhtar Mohagheghi

Abstract:Social networks are widespread nowadays and a wide range of people are their members regardless of social stratifications. Functioning and services of these networks are changing rapidly so that many of daily needs and services of people are provided within the More

Abstract:Social networks are widespread nowadays and a wide range of people are their members regardless of social stratifications. Functioning and services of these networks are changing rapidly so that many of daily needs and services of people are provided within these virtual networks. The moist important debate on people’s relation with these networks, irrespective to technical facilities, is people’s reliance and trust on these networks. This trust is considered to be one of the most important factors of their loyalty to the given social networks. Social trust is not easily achieved and it is a result of accumulation of various types of trust in different layers of society. Trust is an acquired category which results from education and experience in the context of the society. The present study aimed to find the relation between dimensions of advertisements in social networks with social trust. Effects of social network on three dimensions of trust on advertisement were assessed, namely Educations, lifestyle, and product purchase. The study design was survey and sample comprised 150 volunteers whom chosen via simple random sampling. Data analyzed by SPSS. Results show that there are significant relations between social trust and study dimensions Manuscript profile

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