Explaining and evaluating the effectiveness of TV advertising process on customer attraction (Case study: Shahr Bank)

Document Type : Original Article

Authors

1 PhD Student, Faculty of Science and Social Communication, Islamic Azad University, Research Sciences Branch, Tehran, Tehran, Iran

2 Assistant Professor and Faculty Member of the Institute of Humanities and Cultural Studies, Tehran, Iran

Abstract

Evaluating advertising effectiveness is one of the most important issues in the field of advertising. Therefore, businesses, companies and advertisers in general need to study the effectiveness of their advertisements and commercials to measure this issue. Bank Shahr and also the effect of commercial advertising on convincing (potential and actual) customers of Bank Shahr to use the bank's services.
The research method was applied and correlational. The statistical population of the study included all customers of Bank Shahr that 384 people were selected as a sample size by simple random method and Cochran's formula. A questionnaire was used to collect data, the validity of which was confirmed by experts and the reliability of Cronbach's alpha. In order to analyze the data, structural equation technique and PLS software were used. The results showed that Bank Shahr TV commercials have an effect on the level of customer awareness, honesty and fulfillment of promises, convincing customers and determining the most effective advertising from the customers' point of view.

Keywords

Political Sociology of Iran
Volume 1, Issue 4 - Serial Number 4
February 2018
Pages 289-309

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