نوع مقاله : مقاله علمی-پژوهشی

نویسندگان

1 دانشیار دانشکده کارآفرینی دانشگاه تهران

2 دانشکده کارآفرینی دانشگاه تهران، تهران ایران

10.22034/jtd.2023.701630

چکیده

تبلیغات در دوران معاصر از اهمیت زیادی برخوردار است و در این میان، تبلیغات بازرگانی به ویژه پس از رشد گسترده فناوری ارتباطات و تولید رسانه های جدید، جایگاه ویژه ای را به خود اختصاص داده است و به عنوان یکی از استراتژی های بازاریابی تاثیری شگرف بر رفتار مصرف کنندگان و چگونگی انتخاب آن ها دارد. لذا محققان در تحقیقات خود تلاش می کنند تا امکان بهره مندی سازمان ها از این استراتژی را ممکن سازند. هدف از انجام این پژوهش نیز پایش اثر بخشی اقدامات تبلیغاتی شرکت کرمان موتور در سطح کشور طی سه سال گذشته می باشد. نوع پژوهش حاضر به صورت کاربردی و نحوه گردآوری داده ها به صورت آمیخته (کمی-کیفی) می‌باشد. جامعه آماری مشتریان شرکت کرمان موتور در سه سطح کشور هستند که در بخش کمّی 640 نفر و در بخش کیفی 30 نفر مورد بررسی قرار گرفته اند. مدل مفهومی موجود در این پژوهش جهت سنجش ارزیابی تبلیغات مدل آیدا می باشد. روش‌های تجزیه و تحلیل اطلاعات نیز شامل روش‌های کیفی و کمی می‌باشد. به طور مشخص در این تحقیق از تکنیک مدل یابی معادلات ساختاری با رویکرد پی.ال.اس (بخش کمّی) و کدگذاری باز (بخش کیفی) برای پردازش داده ها به کار گرفته شده است. نتایج این مطالعه به طور خاص اهمیت برخی از متغیرها مانند نمایش خودروها در معابر عمومی را نشان داده و در بخش کیفی نیز روش های کاربردی تری برای اثربخش تبلیغات مشخص گردیده است که دارای پیشینه در ادبیات پژوهش نبوده و نوآوری این مطالعه می باشند.

کلیدواژه‌ها

عنوان مقاله [English]

The Study of Promotion’s effectiveness in Kerman Motor Co. During 3 years of 2017 - 2020

نویسندگان [English]

  • Reza Mohammadkazemi 1
  • Aref Golivari 2

1 Associate Professor in University of Tehran

2 Faculty of Entrepreneurship

چکیده [English]

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.

کلیدواژه‌ها [English]

  • Kerman Motor
  • AIDA Model
  • Effectiveness
  • Advertising
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