Document Type : Original Article
Authors
1 PhD Student Media managment, Science and Research Brand, Islamic Azad university, Tehran, Iran.
2 Full prof. in Communication and Management, Science and Research Brand, Islamic Azad university, Tehran, Iran.
3 Associate prof. in Communicationو Science and Research Brand, Islamic Azad university, Tehran, Iran.
Abstract
While the number of media outlets increase, audiences try to choose media that is more divers and attractive as well as matching with their criteria and interests. Due to the importance and impact of advertising in attracting audiences and the need to measure its effectiveness, the purpose of this paper is to evaluate the effect of TV advertising of the Refah Bank on the TV audiences. So, the question is how could be provided a comprehensive model with the desired dimensions to measure the effectiveness of television advertising? The research method is applied research and causal correlation based on the purpose and the relationship between the dimensions of the effectiveness of television advertising, and use causal modeling or structural equation modeling due to the testing of a specific model of the relationship between variables. Also, the information was gathered using a researcher-made questionnaire. In this study, bank customers are considered as an example of a television audience. The findings indicate that entertaining, communicating, content, and informing dimensions of TV advertising directly and indirectly affect the audiences’ tendency to television advertising through emotional reactions.
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