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Title

A STUDY OF THE USE OF PODCASTING AND VODCASTING IN ONLINE (COMMERCIAL) ADVERTISING FROM THE PERSPECTIVE OF THE MANAGERS OF ADVERTISING AGENCIES IN TEHRAN

Pages

  165-194

Abstract

 This research aims to study the use of PODCAST AND VODCAST (video podcast) in online (commercial) advertisements from the perspective of the managers of ADVERTISING agencies in Tehran. For this purpose, a survey study is conducted using questionnaire as a measuring tool. The data of the questionnaires filled by the samples of the statistical population of this research including 312 ADVERTISING agencies in Tehran are analyzed using SPSS software to prepare descriptive and inferential tables.Consensus method has been used for sampling from the statistical population. After filling the questionnaires and collection of the required data, it has been found that the managers of ADVERTISING agencies, who are the members of the statistical population of this research, are seldom informed of podcasting and vodcasting and they use rarely these tools in their ADVERTISING activities. They tend mostly to use banner and search engines. The managers of ADVERTISING believe that this method of ADVERTISING is not welcomed in Iran; that is perhaps because PODCAST AND VODCAST ADVERTISING are not profitable, and few people are acquainted with this type of ADVERTISING.Moreover, the ADVERTISING agencies are equipped with few experts of PODCAST AND VODCAST, and this may cause problems for these companies in the future, when more progresses are made in this field of advertisement. ADVERTISING managers believe that such a type of ADVERTISING can attract many people, as film and animation are more attractive and effective than text and picture, and TV can affect and influence people more than other media do.

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    APA: Copy

    MAJIDI GHAHRUDI, NASIM, & NORI NASAB, FATEMEH. (2012). A STUDY OF THE USE OF PODCASTING AND VODCASTING IN ONLINE (COMMERCIAL) ADVERTISING FROM THE PERSPECTIVE OF THE MANAGERS OF ADVERTISING AGENCIES IN TEHRAN. CULTURE OF COMMUNICATION, 2(7), 165-194. SID. https://sid.ir/paper/207189/en

    Vancouver: Copy

    MAJIDI GHAHRUDI NASIM, NORI NASAB FATEMEH. A STUDY OF THE USE OF PODCASTING AND VODCASTING IN ONLINE (COMMERCIAL) ADVERTISING FROM THE PERSPECTIVE OF THE MANAGERS OF ADVERTISING AGENCIES IN TEHRAN. CULTURE OF COMMUNICATION[Internet]. 2012;2(7):165-194. Available from: https://sid.ir/paper/207189/en

    IEEE: Copy

    NASIM MAJIDI GHAHRUDI, and FATEMEH NORI NASAB, “A STUDY OF THE USE OF PODCASTING AND VODCASTING IN ONLINE (COMMERCIAL) ADVERTISING FROM THE PERSPECTIVE OF THE MANAGERS OF ADVERTISING AGENCIES IN TEHRAN,” CULTURE OF COMMUNICATION, vol. 2, no. 7, pp. 165–194, 2012, [Online]. Available: https://sid.ir/paper/207189/en

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