IDENTIFYING ADVERTISING AND PROMOTIONAL TOOLS FOR PERSIAN HANDWOVEN CARPET IN DOMESTIC MARKET

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FARAJI MORTEZA; MARALANI MARYAM

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Journal: GOLJAAM Year:2009 | Volume:- | Issue:13 Page(s): 87-106

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Information Journal Paper

Title

IDENTIFYING ADVERTISING AND PROMOTIONAL TOOLS FOR PERSIAN HANDWOVEN CARPET IN DOMESTIC MARKET

Author(s)

FARAJI MORTEZA | MARALANI MARYAM | Issue Writer Certificate

Keywords

ADVERTISINGQ3

PROMOTION MIXQ3

HAND-WOVEN CARPETQ3

DOMESTIC MARKETQ3

Abstract

Regarding the importance of ADVERTISING for HAND-WOVEN CARPET, variety of ADVERTISING tools and limitedness of financial resources, prioritization of the tools using experts’ opinions can be effective in planning and decision-making on carpet artisan. There are two main objectives are to be achieved in this research.The first one is determining importance factor of evaluation indices of handwoven carpet ADVERTISING tools and the second objective is determining the priority of ADVERTISING tools used in introducing the commodity to the customers in domestic target markets. Statistical population in this research includes experts aware of HAND-WOVEN CARPET ADVERTISING and promotional tools in Tehran province. To achieve the first objective, eight indices have been brought up for HAND-WOVEN CARPET ADVERTISING and promotional tools, namely: coverage, cost, promptness, durability, trustworthiness, quality, influence and being easy to use.On the basis of Group AHP method and utilization of experts’ opinions, above indices have been compared in pairs, for determining priority of ADVERTISING and promotional tools and also on the basis of experts’ opinions multi-criteria decision making and TOPSIS have been applied. Effectiveness index with the importance coefficient of %224, promptness index with the importance coefficient of %168, quality index with the importance coefficient of %140and coverage index with the importance coefficient of %125are the main evaluation indices of an ADVERTISING and promotional tool. In other words, the more effective, prompt and qualitative a tool is and the more it covers people in the target society; the more will be its importance. Hence, TV, face-to-face presentation, specialized magazines and newspaper are four tools of higher priorities according to mentioned eight indices.

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APA: Copy

FARAJI, MORTEZA, & MARALANI, MARYAM. (2009). IDENTIFYING ADVERTISING AND PROMOTIONAL TOOLS FOR PERSIAN HANDWOVEN CARPET IN DOMESTIC MARKET. GOLJAAM, -(13), 87-106. SID. https://sid.ir/paper/109023/en

Vancouver: Copy

FARAJI MORTEZA, MARALANI MARYAM. IDENTIFYING ADVERTISING AND PROMOTIONAL TOOLS FOR PERSIAN HANDWOVEN CARPET IN DOMESTIC MARKET. GOLJAAM[Internet]. 2009;-(13):87-106. Available from: https://sid.ir/paper/109023/en

IEEE: Copy

MORTEZA FARAJI, and MARYAM MARALANI, “IDENTIFYING ADVERTISING AND PROMOTIONAL TOOLS FOR PERSIAN HANDWOVEN CARPET IN DOMESTIC MARKET,” GOLJAAM, vol. -, no. 13, pp. 87–106, 2009, [Online]. Available: https://sid.ir/paper/109023/en

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