Investigating the relationship between customers' attitude towards advertisements and the level of service sales promotion in National Bank branches in Bandar Abbas city

Dissertation for M.A. degree

Business Management-Marketing Orientation

Abstract

Nowadays organizations need more effective and efficient ways to communicate with customers in order to improve their sales. Advertising is a form of costly non-personal relations about an organization, its products or its activities that targets the audience through a public media, it is obvious that if advertising can create a positive attitude in people, then it increases the chances of the organization to communicate with people, and by creating a positive feeling in people, the sales of that organization will probably increase and improve. which causes them to desire and move towards the product even if this attitude has been formed in a wrong way in people.

The purpose of this research is to investigate the relationship between customers' attitude towards advertisements and the level of service promotion in Bank Melli branches in Bandar Abbas city. Advertisements (economic beliefs, social benefits, moral beliefs, legal beliefs, personal usefulness) (30 questions) and the extent of promotion of service sales in the National Bank (4 questions) were discussed. Data analysis was done using spss.16 software. The study findings indicate that there is a positive and significant relationship between customers' attitudes towards advertisements and service sales at the level of 99%.

Key words: customers' attitude towards advertising, promotion of service sales, bank National of Bandar Abbas city.

1 Introduction

Man today lives under a heavy bombardment of advertisements. The number of television advertisements that a person sees in life is so large that it is difficult to believe it even for us who are under the pressure of such a strange volume (Mohammadian, 2015: 21). Advertising is not limited to television, but other media such as radio, newspaper, magazine, urban advertising, internet and so on. They are considered as important advertising media. Today, advertising plays a big role in shaping the attitude of customers towards different products. Every company tries to improve the customer's attitude towards its goods and services with new advertisements and increase its market share. 1-2 Statement of the problem. Advertisements are any presentation and supply of ideas or goods or services that an advertising unit of a specific individual or institution does that requires payment (Kotler, 2002).

Advertising is a form of costly impersonal relationships In the case of an organization, it is its products or activities that target the audience through a public media. This mass media can be television, radio, newspapers, magazines, outdoor shows, car cards and guide books. The ultimate goal of commercial advertising is to generate sales and profits. In order to achieve this goal, the customer should make consecutive purchases of the advertised product.

Although the criteria for planning advertising activities for service and production organizations are generally similar, the nature of intangibility and inseparability of services should be kept in mind when planning. It is unlikely that advertising alone can help customers make purchase decisions, but the effectiveness of advertising can be increased by considering the following points presented by George and Barry [1]:

Using clear and unambiguous messages

Based on word of mouth advertising

Providing concrete evidence

Promise what you can provide.

Target employees in advertising as well.

Eliminating post-purchase anxiety (Palmer, 2001)

The first task of advertising is to attract people's attention. If the advertising message cannot do its job well, no matter how many people see or hear it, it is useless.Creating interest in people is the next step, which is more difficult than the step of attracting attention to the advertising message. If the advertisement can create interest in people, it can lead the person towards buying behavior in the next stage as a stimulus (Mohammadian, 1377).

But what is very important for marketers is how advertisements can attract attention and create interest in customers, in other words, how can a positive attitude be created in the customer towards advertising.

Attitude is a durable and long-term feeling of people towards a phenomenon. If the consumer has a favorable internal feeling towards the phenomenon, his attitude towards that phenomenon will be positive, and if he feels hatred towards that phenomenon, his attitude will be negative (Bagheri and Paslari, 2018). For advertising to be effective, it is necessary to make the customer feel good about the advertisement so that his attitude towards the advertisement becomes positive. Three cognitive, emotional, and behavioral components can be defined for attitude (Bagheri and Paslari, 2019).

According to the above, it should be stated that the attitude of people towards advertisements is formed according to the following dimensions. The personal nature of advertising (Win-Long Liu, 2002)

On the other hand, companies and organizations want to improve and promote their sales by using advertising. The company's sales network plays an important role in realizing the company's development goals. The inefficiency of this sector leads to the loss of the market and their underdevelopment and low performance. In fact, the sales network of service companies is considered their showcase, and the policymakers of financial service companies should allocate more investment in this area.

It seems that the most basic problems that have caused failure and lack of growth in the sales network of the financial services market in Iran are: Absence of correct marketing plans

* Some managers of service institutions do not have correct information available about the market and the sales network.

* Monitoring of the performance of the sales network is not carried out continuously and strategically.

* Lack of customer needs assessment

* Limitation of the powers required for a sales network

The cases that were briefly mentioned are among the most common challenges that the sales network in different financial institutions face. has work Failure to comply with the above has caused a decrease in performance and low efficiency of the sales network of banks in Iran compared to most countries.

According to what has been said in this research, we try to investigate the relationship between the attitude of customers towards advertisements and the amount of sales promotion in the branches of National Bank of Iran in Bandar Abbas city in 2013.

1-3 Importance and necessity of research

It is no secret that all organizations seek to improve their sales. All organizations are looking for ways to use it to make consumers' attitudes positive towards themselves, in order to increase their chances of improving sales.

A positive attitude among consumers is vital for the organization to improve sales in any way it can be. One of the basic ways that organizations always seek to introduce themselves to society and its people is advertising. If advertising can create a positive attitude in a person, then the chances of the organization to communicate with that person will increase, and by creating a positive feeling in people, the amount of sales will probably increase. All the thinkers of marketing science agree that it is people's attitude towards phenomena and their beliefs that causes them to desire and move towards the product, even if this attitude is formed in a wrong way in people.

According to the said content, it is necessary for the organization to make its promotional program in a way that creates positive belief in people.