Document Type : Original Article
Authors
1
Department of Media Management, Faculty of Management, Islamic Azad University, Isfahan Branch (Khorasgan), Isfahan, Iran.
2
Department of management, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran.
3
Associate Professor, Department of Management, Islamic Azad University, Isfahan Branch, (Khorasgan), Isfahan, Iran
4
Department of management, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran
Abstract
In recent years, the use of environmental advertising to provide cultural and social services to organizations and social and political institutions, citizenship education has been a factor in the success of organizations. One of the most important issues in the field of cultural, cultural and social advertising is to evaluate the effectiveness of this type of advertising. In order to present effective environmental, cultural and social propaganda, one must first identify the effective dimensions of effectiveness and apply it using scientific methods. In the present study, using the meta-combined research method, first the effective elements in environmental advertising such as content, originality, reminder, idea, attraction, creativity, unique, transparency, alignment, understandable, attractiveness, attention, claim and social responsibility, position, Repetition, time was obtained. Then with the quantitative method of exploratory factor analysis; The final components of the environmental cultural and socio-advertising model were identified and using confirmatory factor analysis; The components obtained from exploratory factor analysis were confirmed.
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