Document Type : Research Paper


1 Associate Professor in University of Tehran

2 Faculty of Entrepreneurship


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.


  • Akbari, M.; Farkhonde, M.; Ghasemi Shams, M.; “Investigating the Effect of Advertisement Cost on the Financial Performance of the Firms Listed in Tehran Stock Exchange with the Mediating Role of Brand Equity”, Journal of Asset Management and Financing, Vol. 5, Issue 3, pp. 151-162, 2017.
  • Akbari, M.; Ghasemi Shams, M.; Hoshmand, F.; “The Moderating Effect of Advertising Intensity on the Relationship between Corporate Social Responsibility and Corporate Value”, Financial Management Strategy, Vol. 3, Issue 2, pp. 127-146, 2015.
  • Alavi, S. H.; Mohmmadi, F.; Darvishi, A.; Rahmani, N.; “The mediating role of innovation on the impact of market orientation on the performance of private clubs”, karafan scientific semi-annual, Vol. 17, Issue 3, pp. 187-201, 2020.
  • Amaldos, W.; He, C.; “Informative Advertising”, Journal of Marketing Research, Chicago, Vol. 47, Issue I, pp. 146-155, 2010.
  • Amiri, S.; Naderi, N.; Mohamadifar, Y.; Rezaee, B.; “Studying and Explaining the Role of Technological Challenges in the Stagnation Process of Industrial Enterprises; The Exploratory Mix Approach”, karafan scientific semi-annual, Vol. 17, Issue 3, pp. 95-108, 2020.
  • Balteanu, C.; “The Analysis of the Romanian Consumer Behavior Regarding the Use of Multiple Distribution Channels of Banking Products and Services”, Economy Transdisciplinarity Cognition, Vol. 19, Issue 1, p. 62, 2016.
  • Chen, H. C.; Reams, L.; “American College Football Division I Team Attachment: A Model for Sponsorship Effectiveness”, International Journal of Kinesiology & Sports Science, Vol. 1 No. 3, October 2013.
  • Esmaeelpour, R.; Akbari, M.; Takhireh, Z.; “Investigating the Role of SMS Time Pressure in Effectiveness of Mobile Advertising with Moderation of Customer's Age”. Journal of Business Management, Vol. 9, No. 1, pp. 43-62, 2017.
  • Fathima, S.; Social Media Marketing: An Analytical Study, 2016.
  • Fikouie, M.; Akbari, M.; Ebrahimpour, M.; Moradipour, S.; “Seeing the forest through trees: advertising appeals, product involvement, and construal level”, Middle East Journal of Management, Vol. 9, Issue 4, pp. 372-394, 2022.
  • Greener, S.; Business Research Methods, Bookboon, 2008.
  • Harris, J. E.; Gleason, P. M.; Sheean, P. M.; Boushey, C.; Beto, J. A.; Bruemmer, B.; “An introduction to qualitative research for food and nutrition professionals”, Journal of the American Dietetic Association, Vol. 109, Issue 1, pp. 80-90, 2019.
  • Heeseok Woo; Sang Jin Kim; Huanzhang Wang; “Understanding the role of service innovation behavior on business customer performance and loyalty”, Industrial Marketing Management, No. 93, pp. 41-51, 2021.
  • Hulland, J.; “Use of partial least squares (PLS) in strategic management research: a review of four recent studies”, Strategic management journal, Vol. 20, Issue 2, pp. 195-204, 1999.
  • Iason, P.; Chatzoudes, D.; Kamenidou, I.; “Purchase decisions of Greek consumers: an empirical study”, Procedia Economics and Finance, No. 9, pp. 456-465, 2014.
  • Mohammadkazemi, R.; Ebrahimi, B. P.; Shiri, M.; “Mobile marketing influence on football fan behaviour: the case of FC Persepolis”, International Journal of Sport Management and Marketing, Vol. 20, Issue 5-6, pp. 405-427, 2020.
  • Mohammadkazemi, R.; Rasekh, N.; Esmaeili, F.; “Assesment of Entrepreneurial Attitude among Managers of Women’s Sports Clubs in Tehran”, Sport Management Review, Vol. 9, Issue 41, pp. 111-126, 2017.
  • Mohammadkazemi, R.; Talebi, K.; Davari, A.; Dehghan, A.; “Designing a Model of Empowerment for Small and Medium-Sized Businesses Knowledge-Based with a DEMATEL Approach”, Iranian journal of management sciences, Vol. 16, Issue 61, pp. 1-16, 2021.
  • Müller‐Wille, L.; Hukkinen, J.; “Human environmental interactions in Upper Lapland, Finland: development of participatory research strategies”, Acta Borealia, Vol. 16, Issue 2, pp. 43-61, 1999.
  • Nejati Rashtabadi, H.; Akbari, M.; Delafrooz, N.; Gholipour Soleimani, A.; “Trust in Blockchain-Based Advertising: A System Dynamics Approach. Journal of Information Technology Management”, Special Issue: The business value of Blockchain, challenges, and perspectives, No. 14, pp. 62-82, 2022.
  • Nejati, R. H.; Akbari, M.; Delafrooz, N.; Gholipour, S. A.; “Identifying the concept of customer trust in blockchain-based digital advertising: Model development with grounded theory”, 2021.
  • Ng’etich, H. C.; Factors influencing the adoption of sports sponsorship as a marketing tool by Kenyan firms in the telecommunication industry, University of Nairobi, 2016.
  • Ogura, M.; Hachiya, T.; Amasaka, K.; “A Comprehensive Mixed Media Model for Boosting Automobile Dealer Visits”, Chinese Business Review, Vol. 12, No. 3, 2013.
  • Peñate-Valentín, M. C.; del Carmen Sánchez-Carreira, M.; Pereira, Á.; “The promotion of innovative service business models through public procurement. An analysis of Energy Service Companies in Spain”, Sustainable Production and Consumption, No. 27, pp. 1857-1868, 2021.
  • Rabiee, A.; Mohammadian, M.; Baradaran Jamili, B.; “Evaluating Advertizing Effectiveness of Parsian Bank and Identifying the Factors with Most Influence on Its Improvement in the City of Tehran”, New Marketing Research Journal, Vol. 1, Issue 2, pp. 17-40, 2011
  • Sita, Mishra; Gunjan, Malhotra; “The gamification of in-game advertising: Examining the role of psychological ownership and advertisement intrusiveness”, International Journal of Information Management, 102245, ISSN 0268-4012, 2020.
  • Titova, V.; Rymanov, A.; Titova, T.; Analysis of Benefits and Costs of Advertising by Manufacturers of Dry Construction Mixes, 2014.
  • Xiaoming, L.; “An economic analysis of the specialization and marketization of convention and exhibition industry”, International Business and Management, Vol. 5, Issue 1, pp. 86-92, 2021.
  • Yadollahi Farsi, J. Y.; Azizi, M.; Mohammadkazemi, R.; Ziya, B.; “Identifying factors of fitness between business model and entrepreneurial opportunity for effective opportunity exploitation”, Revista Gestão & Tecnologia, Vol. 19, Issue 5, pp. 71-86, 2019.
  • Zangeneh, S.; Mohammadkazemi, R.; Rezvani, M.; “Investigating the effect of Electronic Word Of Mouth on customer’s purchase intention of digital products”, Management Science Letters, Vol. 4, Issue 11, pp. 2433-2440, 2014.
  • Zimmerman, S.; System, computer product and method for providing billboards with pull technology: Google Patents, 2002.