Document Type : Research Paper
Authors
1 Associate Professor in University of Tehran
2 Faculty of Entrepreneurship
Abstract
Advertising is very important in the contemporary era, and among these, commercial advertising, especially after the widespread growth of communication technology and the production of new media, has a special place and as one of the marketing strategies has a tremendous impact on Consumers' behavior and how to choose them. Therefore, researchers in their research try to make it possible for organizations to benefit from this strategy. The purpose of this study is to monitor the effectiveness of Kerman Motor Company's advertising activities in the country during three years. The type of the present research is applied and the method of data collection is mixed (quantitative-qualitative). The statistical population of Kerman Motor Company customers is in three levels of the country, of which 640 people in the quantitative section and 30 people in the qualitative section. The conceptual model in this research is to measure the evaluation of Aida model ads. Information analysis methods also include qualitative and quantitative methods. Specifically, in this research, the technique of modeling structural equations with PLS approach (quantitative part) and open coding (qualitative part) has been used for data processing. The results of this study specifically show the importance of some variables such as the display of cars in public places and in the qualitative part, more practical methods for effective advertising have been identified that have no background in the research literature and are the innovation of this study.
Keywords
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