Advertising nowadays plays an important role in marketing and service and product recognition, whereas there are many studies on supply chain and collaborative Advertising. However, In the previous researches the Advertising Company was considered as an off-chain member that provided Advertising goods and services to attract customers based on the order of the retailer or manufacturer. On the other hand, in the reality, manufacturers and retailers often face budget constraints to finance Advertising, which limits their Advertising activities. Therefore, in this study, for the first time an Advertising Company is analyzed as a new member in a two-tier supply chain, given the financial weakness of manufacturers and retailers in providing adequate funding for Advertising, as well as the interest of Advertising companies in sharing the profits of the chain instead of receiving Advertising costs. For this purpose, the issue of partnership of Advertising Company with two-tier supply chain including manufacturer and retailer is raised. In this regard, instead of paying the all Advertising costs to the Advertising Company, the manufacturer and retailer pay part of the costs and the rest is compensated by paying a percentage of their sales profit. This problem was modeled using the game theory approach and the optimal decisions of the chain members regarding pricing at the wholesale and retail levels, as well as the amount of participatory Advertising at the three levels of wide or above the line, below the line and through the line were determined.

Political Advertising is one of the most important practical tools of political marketing communications, and it can be divided into two forms in terms of content: Positive political Advertising and negative political Advertising. One of the most significant applications of negative political Advertising is to mobilize people to participate in elections as well as increasing the number of voters during elections. In addition, the candidates and political parties use this kind of Advertising to weaken their competitor's position. The aim of the study is to investigate the impact of negative political Advertising through voting intention on voting preference. We have applied descriptive and inferential analysis methods. The questionnaire has been used for data collection. Our study consisted of all people that are eligible to vote in Tehran. Thus, our samples include 455 people living in different area of the city. Further, we used correlation methods and logistic regression models in order to test the hypotheses. The results show that negative political Advertising can have an impact on the willingness of voters to vote. However, this effect has not been seen in all aspects of negative political Advertising.

The study seeks to identify and determine the importance of effective factors on welcoming business companies from suburban billboards in Hormozgan province. Recognizing these factors offers solutions for more attraction of billboards and their welcoming. This study is applied base on purpose and base on data collection is survey. Statistical community of this research is all active Advertising companies in Bandarabbas (45 companies) that includes 80 Advertising experts. The main tool for data collection is interview and questionnaire. After assessing reliability and validity of questionnaire, they were distributed among of Advertising experts and 61 questionnaires were returned. Obtained data were analyzed by descriptive statistics, one sample T-Test and Friedman Test in SPSS software. The results indicate that the main factors identified are related to business companies, roads, Advertising companies and billboard and among of these factors, traffic rate in road, road type, the business Company perception of billboard media and its effectiveness, the kind of marketing activities of Advertising companies, financial ability of business companies are more important.

Brand extension may pave the ground for entering new areas of market through producing and offering different products under existing brand and thereby decrease risks of perceived image of new product. The purpose of this study is to investigate the customers’ evaluation from familiar brand extension and the role of commercial advertisements in its success. The present study is a practical research from purpose view and is a descriptive-survey one from methodological perspective. The statistical population of this study includes consumers of Tabarrok Company in the city of Isfahan. A sample of 384 consumers has been selected from this population through random sampling method. In order to collect the research data, a standardized questionnaire has been used. The validity of the questionnaire has been examined and confirmed through confirmatory factor analysis and its reliability has been measured through Cronbachs’ Alpha Coefficient. The coefficient was 0.88 for our questionnaire by which reliability of the questionnaire has been confirmed. The hypotheses have been tested through both descriptive statistics (including frequencies, percentages, cumulative percentages, and standard deviation) and inferential statistics (including T-test, analysis of variance, Colmogorv- Smirinov, and Freedman test) in the SPSS and AMOS. The results of this study revealed that the firth, second, and third hypotheses (the effect of brand image and loyalty on the brand extension and the effect of brand extension on the brand loyalty) were rejected and other five hypotheses (the effect of brand image on the brand loyalty, the effect of brand awareness on the brand image and brand expansion, the effect of commercial advertisements on the brand image and brand loyalty) were supported. Another part of the results of this study indicated that the path coefficient of the first hypothesis (the effect of brand image on the brand loyalty) was 0.596. The coefficient was more than other coefficients. On the other hand, the path coefficient of the eighth hypothesis (the effect of brand loyalty on the brand expansion) was -0.624 which is less than other coefficients. 

Objective The development of technology has changed how businesses, organizations, and marketers interact with their consumers. With the remarkable advances in data collection technologies, there is a plethora of information on goods readily available to consumers, allowing them to employ this information on social media. Marketing and branding policies aim to use this trend to implement more effective Advertising strategies. Similarly, brands also require proper strategies to gain a foothold in consumers' minds and strengthen their image. In that regard, brand equity is one of the most popular marketing concepts. Branding can influence brand equity by interacting with customers on social networks and effectively shaping the brand image through the concept of electronic word-of-mouth Advertising. Accordingly, the present study examined the effect of social Participation and electronic word-ofmouth Advertising on brand equity pyramid variables Methodology This is an applied research study. Data collection was conducted using the library and field research methods by administering a questionnaire. Thus, this study can be considered survey research. The face validity of the questionnaire was examined after consulting with several selected experts. A pretest involving thirty individuals was conducted, consequently. Next, Cronbach's alpha was calculated to confirm the reliability of the administered questionnaire. The statistical population included 1, 500 members of the official Telegram channel of Alborz Campus students at the University of Tehran. Using Cochran's formula, the number of statistical samples with an error value of 0. 05 was equal to 306 individuals. The simple random sampling method was used to select 306 individuals. Findings According to the Pearson correlation test and regression performed in SPSS, the hypothesis test results showed that electronic word-of-mouth Advertising had a significant effect on all parameters of the brand equity pyramid. It should be noted that many studies have focused on this issue. Our findings confirmed that positive word-of-mouth Advertising could considerably influence the variables of the brand equity pyramid. Conclusion In the fifth generation of marketing, brands are witnessing a technological revolution and significant development in various social platforms, such as social networking sites, online brand/shopping sites, online consumer review sites, online discussion sites, and blogs is underway. Moreover, thanks to these advances, customers can now share experiences, perceptions, and recommendations by engaging in electronic word-of-mouth Advertising on these platforms. Therefore, paying attention to social Participation, especially by electronic word-of-mouth Advertising as an independent factor that directly influences all indicators of brand equity, is a vital policy for sustainable organizational success.

The purpose of this study was to investigate the effect of billboards on social Participation. The research is in terms of survey method and descriptive-correlation method. The statistical population of all people living in Tehran is over 18 years old. Sample size of 8, 693, 706 people in Tehran were selected by probabilistic sampling and cluster sampling. The calculated statistics, according to the Morgan table, reached 384 people, which increased to 700, to reduce the error. Data gathering tool was a researcher-made questionnaire in two parts, demographic information of the respondents and the main questions including 13 items (social Participation (with three dimensions), the role of Advertising billboards (in two dimensions)). Mann-Whitney and Kruskal-Wallis tests were used for data analysis using SPSS19 software. Results indicated that there was a significant difference between social trust and social Participation (P <0. 01). There was a significant relationship between social awareness of people and social Participation (r = 0. 7, p < 0. 01). D. And there is no significant relationship between the sense of spiritual responsibility towards endowment and social Participation at the level of (p <0. 05). The results also showed that the values of yo at the significant level of z= 1. 65 in the estimated factor were not desirable (sig = 0. 32) and were not significant between the sample and social Participation with the endowment and charity organization. There was no significant difference between the sexes and finally the results showed that the chi-square values (chisquar = 10. 369) were at the significant level of (p <0. 05 )and between There is a significant difference in the level of social Participation with the Endowment and Charity Organization in terms of education.

One of important issues in designing a supply chain is supplier selection. This issue is complicated, because each supplier should satisfy some criteria from buyer and choosing among them is actually a multi criteria decision making problem. So, there is a need for a structured and systematic approach to solve this problem. In this article, we address supplier selection in an Advertising industry and two new criteria are proposed. Also, a new approach combining techniques of modified digital logic and fuzzy TOPSIS is proposed to evaluate the suppliers in the industry.

In this study, which was synthetic and inductive-deductive in terms of data collection method, 12 marketing management specialists at the university level participated as panel members in the quality department. In fact, in the qualitative part, which used meta-synthesis and Delphi analysis, the aim was to identify the contents of e-marketing statements in advancing the marketing goals of oil companies. In a small part with the Participation of 16 managers and deputies of Sepahan Isfahan Oil Company, the identified propositions in the form of a comprehensive structural interpretive analysis based on the priority of effectiveness. Therefore, relying on meta-analysis, first 26 studies were reviewed as a basis for evaluation to determine the content of e-marketing propositions in advancing the marketing goals of oil companies in the form of critical evaluation. According to which, 21 themes of selected propositions were entered into Delphi analysis in a checklist manner to determine the theoretical adequacy. At this stage, 7 propositions were removed during the two stages of Delphi analysis and a total of 16 propositions were included in the quantitative analysis section, ie comprehensive structural interpretive analysis. In this section, the results showed that the content of the propositions of creating an intelligent marketing system to recognize changes in the oil industry at the ninth level was determined as the most effective e-marketing factor in advancing the marketing goals of Sepahan Isfahan Oil Company.

Today, the employees’ Participation has been considered as one of the most marvelous procedures for developing human sources toward developing and flourishing organization. The aim of this research was to investigate and offer solutions to enhance employees’ Participation for comprehensive development of Isfahan Zobahan Company by considering eight factors including: increase employee’s Participation, include suggestion system, determine quality circles, direct self-directed team, increase team work, apply works councils, employee’s ownership, industrial freedom and collective bargaining. The research method was a descriptive survey and the statistical population consisted of the whole supervisors and experts of Isfahan Zobahan Company from which 327 were selected using a simple random sampling method. The data and information which were gathered by using questionnaire containing 45 close ended questions made by the researcher has been conducted. The reliability of the questionnaire proved to be Cronbach’s alpha coefficient, Spirman-Brown and Guttman has been calculated as 0.93, 0.76 and 0.76 respectively and, check the validity of the questionnaire superficial content, and structures method have been applied. The data analysis has been done in the two levels of descriptive statistics (frequency, percentage and standard deviation) and inferential (One-variable t-test and Fridman) statistics. The results have shown that solutions to increase employee Participation by using of Suggestion System, Quality Circles, Self Directed Team, Team Work, Works Councils, Employee Ownership, Industrial Freedom and Collective Bargaining has been above the average level. Among the suggested solutions the highest average with 4.13 was related to employee ownership and the lowest average with 3.73 related to Self Directed Team. The rating average for solutions to enhance employees’ Participation for comprehensive development of Isfahan Zobahan Company was conducted Based on Fridman test. Ownership with 5.68 and quality circles with 3.68 have devoted the highest and lowest rates to themselves, respectively. The results obtained among the set of rates for solutions to increase employee Participation at the level of P<0.01 has been meaningful and the amount of Chi-square test has been equal to 118.706.