Designing a Native Model for Assessment of the Effectiveness of Advertising

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Shamsadini Soheila; HANIFI FARHAD; MIRABI VAHID REZA

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Journal Paper

Paper Information

Journal: JOURNAL OF SYSTEM MANAGEMENT Year:2019 | Volume:5 | Issue:3 Page(s): 1-22

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Information Journal Paper

Title

Designing a Native Model for Assessment of the Effectiveness of Advertising

Author(s)

Shamsadini Soheila | HANIFI FARHAD | MIRABI VAHID REZA | Issue Writer Certificate

Keywords

Banking Services

Marketing

Advertising

Effectiveness

Abstract

The purpose of this research was to identify and rank the factors influencing the design of the native model for assessing the Effectiveness of the advertisement. Firstly, according to the research literature, the criteria and sub-criteria influencing the Effectiveness of Advertising have been extracted, then the Delphi triple stages were used that the panel included 20 professors and Marketing experts and 30 experts from the banking industry as well as clients It is used to extract the final indexes. Then, using the Fuzzy AHP method, the ranking of the criteria is considered. The extracted criteria are: demographic characteristics, individual feelings and attitudes of the audience, apparent features of the message, message content, market characteristics, cultural, economic, design and nature of the service, Advertising methods. The results of the ranking of the results showed that the methods of advertisement, the design and nature of the service, the apparent features of the message, the emotions and attitudes of the audience, the demographic characteristics, the content of the message, the economic, market characteristics, cultural, respectively ranked first to ninth dedicated.

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APA: Copy

Shamsadini, Soheila, HANIFI, FARHAD, & MIRABI, VAHID REZA. (2019). Designing a Native Model for Assessment of the Effectiveness of Advertising. JOURNAL OF SYSTEM MANAGEMENT, 5(3), 1-22. SID. https://sid.ir/paper/341152/en

Vancouver: Copy

Shamsadini Soheila, HANIFI FARHAD, MIRABI VAHID REZA. Designing a Native Model for Assessment of the Effectiveness of Advertising. JOURNAL OF SYSTEM MANAGEMENT[Internet]. 2019;5(3):1-22. Available from: https://sid.ir/paper/341152/en

IEEE: Copy

Soheila Shamsadini, FARHAD HANIFI, and VAHID REZA MIRABI, “Designing a Native Model for Assessment of the Effectiveness of Advertising,” JOURNAL OF SYSTEM MANAGEMENT, vol. 5, no. 3, pp. 1–22, 2019, [Online]. Available: https://sid.ir/paper/341152/en

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