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ijcrb.webs.com

JUNE 2012

INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS

VOL 4, NO 2

EXPLAIN THE EFFECTIVENESS OF ADVERTISING USING THE AIDA MODEL SAHAR GHARIBIa DR.SEYED YAHYAH SEYED DANESHb DR.KAMBIZ SHAHRODIc

Abstract The main objective of this research, Explain the effectiveness of advertising using the AIDA model in the private insurance companies in the metropolitan city of Tehran. This descriptive research study field and study population consisted of all clients are insurance companies that considering the population size is unlimited Sample size was determined using the formula of infinite sample size of 387 individuals were estimated. For collected data this research is used questionnaire. Data collected using the Spss and Lisrel software two sections were analyzed using descriptive and inferential statistics. The results indicate that test hypotheses dimension AIDA model have positive and significant relationship with advertising effectiveness in private insurance companies in Tehran. Keywords: Advertising effectiveness, private insurance, media, communications Introduction In the past, advertising and marketing communications went to work only for the purpose to increase sales, but today Advertising is considered one of the important elements of customer service. With the development of communications and advertising can create value for customers. The project will create mutually rewarding relationships with customers that will benefit both the customer and the organization. After stating the importance of advertising, one of the important issues in the realm of advertising, is evaluated of advertising effectiveness. The Advertising is change in attitude, knowledge and behavior and informs the audience, encourage, strengthen relations and promote exchanges reminded of the various tasks of advertising. And assess the effects of advertising in each of these cases for Organizations that are essential for sustaining life and development as advertising is a necessity. This study is based on until will be evaluated based on the AIDA model the advertising of private insurance companies. In this research, advertising effectiveness of private insurance companies are assessed based on AIDA model and Becomes clear that the advertising company what extent is the impact on customers. The AIDA: A model is presented for measuring the effectiveness of advertising. This model includes four stages: Stage one: to attract attention (and awareness) to mean that before you sell something you need to attract his attention. For the attention of people, there are many ways. As for big title, controversial or shocking content can be ways to attract visits to our promotional message. (Barry and Harward ,1990,p.119) Second step: generate interest in the client: This means that demonstrating product features and benefits, people get interested in their product. Music and promoted language should be fit as well with experience and attitudes of customers. In addition to promoting the client's target language, to speak, Layout and content of the customer must also be correct and acceptable. (Barry and Harward ,1990,pp.120-122) Third step: to create enthusiasm in the people that is very important Advertiser must know how to target customers think the advertising message must be able to convince customers that the intention is to introduce and supply of goods, Customer needs will be fulfilled. (Barry and Harward ,1990,pp.121-122) Step Four: The last step is to end the a

- Department of Management, Rasht Branch, Islamic Azad university, Rasht ,Iran -Department of Management, Rasht Branch, Islamic Azad university, Rasht ,Iran 3 - Department of Management, Rasht Branch, Islamic Azad university, Rasht ,Iran 2

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ijcrb.webs.com

JUNE 2012

INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS

VOL 4, NO 2

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