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The 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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 Publication date 2014
and research's language is العربية
 Created by Shamra Editor




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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.


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Research summary
هدفت هذه الدراسة إلى التعرف على دور الإعلان في بناء الصورة الذهنية لشركات التأمين الخاصة في محافظة اللاذقية. تم دراسة تأثير الرسالة الإعلانية والوسيلة الإعلانية على الصورة الذهنية لدى العملاء. تم توزيع 400 استبانة على عملاء شركات التأمين واسترداد 370 منها صالحة للدراسة. توصلت الدراسة إلى أن الرسالة الإعلانية والوسيلة المستخدمة تؤثران على الصورة الذهنية ولكن بنسبة متدنية. وأظهرت النتائج أن الصورة الذهنية المتشكلة من عنصر الإعلان لم تكن جيدة وواضحة، مما يعود إلى عدم اهتمام شركات التأمين بالعنصر الإعلاني بالشكل المناسب. كما أظهرت الدراسة أن هناك عوامل أخرى تساهم في بناء الصورة الذهنية بجانب الإعلان، مثل العناصر الترويجية الأخرى. بناءً على النتائج، أوصت الدراسة بضرورة اهتمام شركات التأمين بالإعلان كعنصر أساسي في المزيج الترويجي، وإنشاء إدارة مستقلة للإعلان، وإجراء البحوث والدراسات اللازمة لتحسين السياسات الإعلانية.
Critical review
دراسة نقدية: على الرغم من أهمية الدراسة في تسليط الضوء على دور الإعلان في بناء الصورة الذهنية لشركات التأمين، إلا أن هناك بعض النقاط التي يمكن تحسينها. أولاً، كان من الأفضل استخدام منهجيات بحثية متنوعة مثل المقابلات أو الدراسات الميدانية لتعزيز النتائج. ثانياً، الدراسة ركزت بشكل كبير على الإعلان كعنصر منفصل دون النظر بعمق إلى كيفية تفاعل الإعلان مع باقي عناصر المزيج الترويجي. ثالثاً، كان من الممكن توسيع نطاق الدراسة لتشمل مناطق أخرى في سوريا أو مقارنة النتائج مع دول أخرى للحصول على صورة أشمل. وأخيراً، كان من المفيد تقديم أمثلة عملية لشركات تأمين نجحت في بناء صورة ذهنية قوية من خلال الإعلان.
Questions related to the research
  1. ما هو الهدف الرئيسي من الدراسة؟

    الهدف الرئيسي هو التعرف على دور الإعلان في بناء الصورة الذهنية لشركات التأمين الخاصة في محافظة اللاذقية.

  2. ما هي الأدوات التي استخدمتها الدراسة لجمع البيانات؟

    استخدمت الدراسة استبيانًا تم توزيعه على 400 عميل من عملاء شركات التأمين، وتم استرداد 370 استبانة صالحة للدراسة.

  3. ما هي النتائج الرئيسية التي توصلت إليها الدراسة؟

    توصلت الدراسة إلى أن الرسالة الإعلانية والوسيلة المستخدمة تؤثران على الصورة الذهنية ولكن بنسبة متدنية، وأن الصورة الذهنية المتشكلة من عنصر الإعلان لم تكن جيدة وواضحة.

  4. ما هي التوصيات التي قدمتها الدراسة لتحسين السياسات الإعلانية لشركات التأمين؟

    أوصت الدراسة بضرورة اهتمام شركات التأمين بالإعلان كعنصر أساسي في المزيج الترويجي، وإنشاء إدارة مستقلة للإعلان، وإجراء البحوث والدراسات اللازمة لتحسين السياسات الإعلانية.


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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