نوع مقاله: مقاله پژوهشی

نویسندگان

1 دکترای مدیریت بازرگانی و بازاریابی، دانشگاه اصفهان

2 دکترای مدیریت بازرگانی و مالی، دانشگاه اصفهان

3 کارشناس ارشد مدیریت بازرگانی و بازاریابی، دانشگاه اصفهان

چکیده

از دیدگاه بازاریابان سراسر جهان، کودکان یکی از مهم‌ترین بخش‌های بازار هستند؛ کودکان، به آسانی تحت تأثیر پیام‌های تبلیغاتی قرار می‌گیرند و در تشویق والدین برای خرید محصولات بسیار ماهرانه عمل می‌کنند. محدودیت‌های شناختی کودکان و اشتیاق فراوان آنان برای یادگیری مسائل جدید، موجب می‌شود که حتی از سنین پایین‌ تأثیرپذیر باشند. هدف از این پژوهش پیمایشی، بررسی تأثیر ویژگی‌های تبلیغات بر جذابیت تبلیغات تلویزیونی از نظر کودکان بوده است. جامعه آماری را کلیه دانش‌آموزان مقطع ابتدایی شهر اصفهان در سال تحصیلی 89 ـ 1388 تشکیل می‌دهند که تعداد 385 نفر از آنان به عنوان نمونه و با استفاده از روش نمونه‌گیری تصادفی خوشه‌ای سه مرحله‌ای انتخاب شده‌اند. ابزار گردآوری داده‌ها پرسشنامه و مصاحبه بوده است. یافته‌های پژوهش حاکی از آن است که مدل، مؤلفه‌های مورد استفاده در اجرا، شهرت مؤسسه و جاذبه‌های محصول بر جذابیت تبلیغ از نظر کودکان تأثیرگذار بوده است.
 
 
 

کلیدواژه‌ها

عنوان مقاله [English]

Factors Influencing TV Advertisement’s Attractiveness in School Children’s View

نویسندگان [English]

  • Bahram Ranjbarian 1
  • Saeed Fathi 2
  • Zahra Shekarchizadeh 3

1 Associate prof. in business management-marketing of Isfahan Uni

2 Associate prof. in business management-finance of Isfahan Uni.

3 business management-marketing

چکیده [English]

Children have always been one of the most significant parts of markets across the world. Children could be easily influenced by advertisement messages and they are able to skillfully talk their parents into buying the desired items. Children cognitive limitation and their desire for learning new things make them subject to impressionability. This survey aims to examine the effect of advertisement characteristics on children’s understanding of TV ads’ attractiveness. The research population consisted of all schoolchildren attending Isfahan city schools in the academic year 1388-1389 (Iranian calendar). Some 385 students were selected as samples of the study through three-layered cluster, random sampling. The data were collected using questionnaires and interviews. Research findings show that the model, method of performance, the institute’s fame as well as product’s interesting attributes will affect children’s opinion.
 
 

کلیدواژه‌ها [English]

  • TV Ads
  • Attractiveness
  • model
  • Product Characteristics
  • Children

 

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