Evaluating The Effectiveness of Advertising Campaigns Depending on consumer’s behavioral response A survey Study to Consumers Responses in Lattakia City toward Syrian TV Advertising About Energy Label

This research aimed to know how we can evaluate the effectiveness of advertising campaigns in general, then it focused on the most important models; that are used in evaluating this effectiveness depending on consumer’s behavioral response. The application has been applied on the advertising campaign about the energy label in the Syrian television. The questionnaire was designed according to AIDA model; that is used in evaluating advertising effectiveness, and The survey has been done toward the consumers responses; by using a random sample consisted of 387 consumer in lattakia city. The research results were: 1- the advertising campaign achieved the effectiveness in attracting consumer’s attention to it, and in triggering consumer’s interest to its subject. 2- the advertising campaign did not achieve the effectiveness in creating consumer’s desire to buy, and in leading consumer toward action for actual buying ( or thinking to buy in the future ) the electrical appliances according to energy label standard. The research suggested a number of recommendations, that if they are applied, they may be helping in improve the effectiveness of advertising campaigns in the future about energy label subject, or about the similar subjects.