Design Idea for a suitable advertising campaign for the introduction of Kashan carpet

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KARIMIAN RAVANDI MOHAMMAD; YAZDANI HAMID REZA; Irani Hamidreza

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Journal: GOLJAAM Year:2018 | Volume:- | Issue:32 Page(s): 67-82

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Information Journal Paper

Title

Design Idea for a suitable advertising campaign for the introduction of Kashan carpet

Author(s)

KARIMIAN RAVANDI MOHAMMAD | YAZDANI HAMID REZA | Irani Hamidreza | Issue Writer Certificate

Keywords

Advertising campaignQ1

handmade carpetQ2

marketingQ2

advertising ideaQ1

Abstract

handmade carpet in addition to dimensions of occupation, export, and economic interests, from dimensions of art and culture, has long been a symbol of the rich culture of this land and has special celebrity worldwide. In between the important case that has been ignored is Iranian domestic market, and it seems more reasonable to first stabilize the situation in meeting domestic and get its markets and then, consider export aspects. According to information released by stakeholders of handmade carpet, lack of communication with consumers and their recognition and targeted and creative advertising and marketing is ignored in Iranian handmade carpet and Kashan handmade carpet. The main goal of this research is designing idea of the Advertising campaign for introducing Kashan handmade carpet in Iranian domestic markets. So, after achieving a right model for the Advertising campaign, this study using interview and documents in terms of obtained model was evaluated and information obtained through these two instruments was described to is answered the main research question (right Advertising campaign for Kashan handmade carpet industry has what features). This comprehensive evaluation is with case study strategy and using the qualitative content analysis method. In results of the research was reached to create the main idea and Advertising campaign strategy to introduce Kashan handmade carpet, according to market segmentation and unique benefits of this product. In this campaign target market are young people with good income and upper-middle class with female gender and characters that are interested in brand that by handmade carpets for breaking and consumption, by focusing on this fact that you are looking for softest and best price of handmade floor, buy Kashan carpets made of wool, idea for this campaign, is focus on cheap and softest carpets for underfoot that Kashan due to the coarse texture and wool is soft and is very proper due to reasonable price and in this respect it is unique as if costumers are buying the most authentic and best Iranian handmade carpet. In last of this research, is presented recommendations to future researchers in the handmade carpet industry.

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APA: Copy

KARIMIAN RAVANDI, MOHAMMAD, YAZDANI, HAMID REZA, & Irani, Hamidreza. (2018). Design Idea for a suitable advertising campaign for the introduction of Kashan carpet. GOLJAAM, -(32 ), 67-82. SID. https://sid.ir/paper/109019/en

Vancouver: Copy

KARIMIAN RAVANDI MOHAMMAD, YAZDANI HAMID REZA, Irani Hamidreza. Design Idea for a suitable advertising campaign for the introduction of Kashan carpet. GOLJAAM[Internet]. 2018;-(32 ):67-82. Available from: https://sid.ir/paper/109019/en

IEEE: Copy

MOHAMMAD KARIMIAN RAVANDI, HAMID REZA YAZDANI, and Hamidreza Irani, “Design Idea for a suitable advertising campaign for the introduction of Kashan carpet,” GOLJAAM, vol. -, no. 32 , pp. 67–82, 2018, [Online]. Available: https://sid.ir/paper/109019/en

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