چکیده:
This research aims to evaluate the effectiveness of the advertising tools employed by "Mehr
Eghtesad Bank". This research, which is an applied study in terms of its objective and a
descriptive survey in terms of its nature and method, has used all customers of this bank as the
members of the statistical population, from which a sample was taken by two-stage cluster
sampling method. Considering the statistical significance value of tests which is 30 (Sekaran
2009, 241), the size of the statistical sample of each second cluster was determined. Then, the
size of the sample of each cluster was calculated based on the number of the branches in each
cluster. Finally, 1,770 customers were selected to form the sample of this research. To collect
data required for this research, library method, interview with marketing experts and some
banking experts and managers, as well as questionnaire were employed. The results of this
research show that the different advertising methods employed by Mehr Eghtesad Bank
including television, radio, environmental, print, internet, and intra-branch advertising methods,
have passed all levels of AIDA model. However, the last levels were weakened (that means the
last two levels were not as significant as the prior two levels were). In addition, the order of
priority of the advertising media affecting the purchase action of the customers is as follows:
television adverting, internet advertising, environmental advertising, radio advertising, intrabranch
advertising, and print advertising.
خلاصه ماشینی:
"The results of this research show that the different advertising methods employed by Mehr Eghtesad Bank including television, radio, environmental, print, internet, and intra-branch advertising methods, have passed all levels of AIDA model.
Results and Discussions 1- The findings of this research showed that there is a significant relation between television advertising of "Mehr Eghtesad Bank" and customer’s purchase action.
E. Bank in Custom er’s purchase ac ti on Ranks Advertising Types Mean Rank (View the image of this page) The above table shows that the order of priority of advertising media is as follows: television advertising, internet advertising, environmental advertising, radio advertising, intra-branch advertising, and then print advertising.
11- The findings of the research showed that there is a significant relationship between the different advertising media of "Mehr Eghtesad Bank" and customer purchase action.
The results have been provided in the following table: Print Advertising Internet Advertising Television Advertising Environmental Advertising Intra-branch Advertising Radio Advertising (View the image of this page) 15- The findings and ANOVA analysis showed that there is a significant difference between the different types of advertising media used by M.
Intra-branch Advertising Environmental Advertising Internet Advertising Radio Advertising Television Advertising Print Advertising (View the image of this page) 18- According to the findings of the previous sections, "Pearson correlation coefficients" have been summarized in the following table showing the effectiveness of each advertising type of "Mehr Eghtesad Bank" classified in terms of the levels of AIDA including "attention", "interest", "desire", and "action"."