Subscribe to the gold package and get unlimited access to Shamra Academy
Register a new userEvaluating 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
تقويم فعالية الحملات الإعلانية استناداً إلى الاستجابة السلوكية للمستهلك دراسة مسحية لاستجابات المستهلكين في مدينة اللاذقية نحو إعلانات التلفاز السوري عن اللصاقة الطاقية
1083
1 16
0
(
0
)
Authors
فاطر سليطين( باحث )
Created by
Shamra Editor
Ask ChatGPT about the research
هدف البحث إلى التعرف على كيفية تقويم فعالية الحملات الإعلانية عموماً، ثم ركز على أهم النماذج المستخدمة في تقويم هذه الفعالية؛ استناداً إلى الاستجابة السلوكية للمستهلك. تم التطبيق على الحملة الإعلانية عن اللصاقة الطاقية في التلفاز السوري. و قد صُممت الاستبانة بما يتفق مع نموذج AIDA المستخدم في تقويم فعالية الإعلان، و مُسحت استجابات المستهلكين باستخدام عينة عشوائية مؤلفة من 387 مستهلك في مدينة اللاذقية. و قد توصل البحث إلى النتائج الآتية: 1- حققت الحملة الإعلانية الفعالية في مجالي: جذب انتباه المستهلك إليها، و إثارة اهتمامه بموضوعها. 2- لم تحقق الحملة الإعلانية الفعالية في مجالي: خلق الرغبة لدى المستهلك بالشراء، و دفعه للشراء الفعلي ( أو للتفكير بالشراء مستقبلاً ) للأجهزة الكهربائية وفقاً لمعيار اللصاقة الطاقية. و قد اقترح البحث عدداً من التوصيات، التي من المتوقع في حالة تطبيقها؛ أن تساعد في تحسين فعالية الحملات الإعلانية المستقبلية حول موضوع اللصاقة الطاقية، أو المواضيع المشابهة.
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.
References used
ADOLPHUS, U. I.; CHIDOZIE, N. E.; ESTHER, O .N.; CHIKEZIE, E .P.; CHRISTOPHER, A. O. Anatomical Effects of Billboard Advertising on Consumers’ Purchase Intent of Beer. International Journal of Innovative Research in Management, Vol.7, 2014, 14-24
ANSARI, M. E.; JOLOUDAR, S. E. An Investigation of TV Advertisement Effects on Customers’ Purchasing and their Satisfaction. International Journal of Marketing Studies, Vol.3, no. 4, 2011, 175-181
ARULKUMAR, S. Pre-purchase Behaviour of Urban and Rural Consumers With Reference to Television. Asia Pacific Journal of Research, Vol.1, Issue. XI, 2013, 61-69
rate research
Read More
This study aims to evaluate the consumer purchasing behavior who buys in order to
benefit from personal to him and members of his family in the economic crisis behavior
and to identify the choices and decisions of purchasing related to consumer goo
ds, , and all
this in order to identify new patterns Syrian consumer in crisis for actions economic
experienced by the local market about five years ago.
This was done using a descriptive approach by designing and distributing a
questionnaire to a random sample of consumers in the Syrian coast, and the data were
analyzed using spss statistical program, the researcher found that the economic crisis in the
local market have worked to change the Syrian consumer behavior. The study also showed
that this crisis has generated new patterns of behavior purchasing whether to delay and
postpone purchases of durable goods, or the emergence of rational behavior of the
rationalization of consumer spending and demand for buying used products and products
with low quality as a result of reduced purchasing power among Syrian consumers.
This research consists of two parts. The first part depends on the previous researches and literature dealing with the subject research "sex in advertising". This research aims through the first part to analyze "sex in advertising" phenomenon, since
advertisers use sex in advertising to attract the consumer to the advertisement. This research through field study aims to measure the effect of sex in advertising on the consumer's attitude toward advertising and towards brand according to the consumer's gender.
Through survey study, the research shows that there is a positive effect of sex in advertising on the consumer's attitude towards advertising and brand: when the consumers are male, whereas there is a negative effect of sex in advertising on the consumer's attitude towards advertising and brand when the consumers are females. Based on the findings, researchers suggest that advertisers can use sex in advertising to create a positive attitude toward advertising and brand when the consumers are males, and avoid using sex in the advertising addressed to female consumers with the aim to gain positive attitude towards both advertising and brand.
With the great development of communication and information technology, and the net spread extensively all over the world. Works’ organizations went towards electronic work environment, and we notice that Syria is trying to keep up with this developm
ent and entering electronic work environment by using works’ organizations this environment in spreading their works and products, and of spreading elements which has been used by these organizations was the online advertising.
But the effect of this advertising differs by differing of culture of each country and consumers who see this advertising, for what the cultural factors have of great effect on the consumer’s behaviour generally. So this research aims to study the effect of these cultural factors on the consumer’s behaviour towards online advertising and his acceptance the modern technology buy survey study to a group of consumers in the Syrian coast in which they distributed 209 questionnaires. One of the most important results which has been achieved is that the online advertising doesn't agree with value and habits which consumer have, also consumers prefer watching online advertising with the language which they speak with.
This research aims to study the impact of the website lyrical design
(site songs sm3na) in achieving behavioral response to customers. The
researcher has distributed 180 questionnaires to a group of attendees
of the location of the students of the
Faculty of Literature at the
University of Damascus, was recovered (164) questionnaire was valid
for analysis which accounted for 91% of the total covered by the
research.
Forwardness is a sentimental acquired readiness in the individuals moving its attitude
towards different cases and matters and individuals' tendency towards sport is one of those
tendencies that are formed in society as a result of its culture , te
aching methods and
educational targets . And this is the revelation of the study which used the descriptive
method using the questionnaire method which included 5150 Syrian citizens from different
ages .
The study concluded that there is a positive tendency in the individuals of the
research sample towards sport physically, medically, psychologically, mentally and in
social and revival fields. And that age was neither an effective nor a cogent factor in the
individuals' tendency towards sport.
And the study indicated the necessity of investment in this positive climate by
placing strategies of Building and Developing the comprehensive sport awareness.
Log in to be able to interact and post comments
comments
Fetching comments
Sign in to be able to follow your search criteria
