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Register a new userThe Role of Advertising in Image Building of Private Insurance Companies in Lattakia
دور الإعلان في بناء الصورة الذهنية لشركات التأمين الخاصة في محافظة اللاذقية
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هدفت هذه الدراسة إلى التعرف على دور الإعلان في بناء الصورة الذهنية لشركات التأمين, من خلال دراسة تأثير الرسالة الإعلانية و الوسيلة الإعلانية على الصورة الذهنية لدى عملاء شركات التأمين. و تم إجراء استبيان على عملاء شركات التأمين حيث تم توزيع 400 استبانة و تم استرداد 370 استبانة صالحة للدراسة. و توصلت الدراسة إلى وجود تأثير للرسالة الإعلانية و الوسيلة المستخدمة على الصورة الذهنية و لكن بنسبة متدنية, و بأن الصورة الذهنية المتشكلة من عنصر الإعلان لدى العملاء لم تكن جيدة و واضحة, و هذا يعود لعدم اهتمام شركات التأمين بالعنصر الإعلاني بالشكل الذي يساهم في تكوين ملامح لصورة هذه الشركات في أذهان العملاء, بالإضافة لوجود عوامل أخرى متمثلة بالعناصر الترويجية الأخرى التي تؤثر مجتمعة إلى جانب الإعلان و بدرجة أكبر في بناء الصورة الذهنية.
This study aims to identify the role of advertising in image building of insurance corporations, by studying the effect of advertised message and advertising medium on corporate image held in clients' mind. A questionnaire was administered on a random sample of clients of insurance companies 400 forms of the questionnaire were distributed but only 370 of them were valid. Results indicate that advertised message and advertising medium affect corporate image however, the effect is low, The corporate image formed by advertising was unclear due to lack of insurance companies' interest in advertising to form corporate image in clients' mind, this isin addition to factors represented in other elements of promotional mix which have more influence and contribute in building corporate image.
References used
البكري, ثامر,الاتصالات التسويقية و الترويج , دار الحامد للنشر و التوزيع, الأردن, ط الأولى , 2006
الحسن, عيسى محمود, الترويج التجاري للسلع و الخدمات, , زهران للنشر, الأردن , ط أولى , 2010
LAMBIN, Jean-Jacques et Autres. Marketing Stratégique et Opérationnelle:du marketing a l’orientation marche, 6éme édition, Dunod, Paris, 2005
BERGSTORM ,Christian and Mattias, Mannberg. "The brand as a person: A Swedish perspective", Master thesis, Lulea University of Technology, Sweden, 2005
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