Contents & References of Comparative comparison of advertising effectiveness in public and private banks
List:
Table of Contents
Chapter One: Research Overview
Introduction...13
Problem Definition...13
Research Importance and Necessity...15
Research Objectives...16
Research Questions...17
Definition of Operational Words 18. The temporal, spatial and thematic scope of research. 21. Statistical society. 26. Research method. 22. Data analysis method. 22. Application of research. 23. Limitations and obstacles of research. 23. Summary of the first chapter. Theoretical foundations and research background 25 Introduction 2-1 Service 26 2-1-1 Definition of service 26 2-1-2 Nature and classification of services 26 2-1-3 Division of services 27 2-1-4 Constituent elements of a service organization 28
2-1-5 characteristics of banking services and services.29
2-1-6 service marketing mix.31
2-1-7 service components.32
2-1-8 structure for service management decisions.33
2-2 bank marketing..36
2-2-1 definition of marketing.36
2-2-2 marketing banking services.36
2-2-3 pillars of marketing banking services.37
2-2-4 banking marketing process.38
2-3 customer and its role in the banking system.38
2-3-1 types of customers.40
2-3-2 building loyalty, satisfaction and creating value for customers 41
2-4 comprehensive marketing communications. 43
2-4-1 elements of comprehensive marketing mix. 43
2-4-2 comprehensive planning model of marketing communications. 46
2-5 advertising.
2-5-3 types of advertising.51
2-5-4 definition and classification of advertising variables.52
2-5-5 advertising goals.53
2-5-6 advertising goals in banking marketing.54
2-5-7 factors affecting the increase of advertising effectiveness.57
2-6 media..58
2-7 Advertising effectiveness assessment models.61
2-7-1 reaction hierarchy model.61
2-7-1-1 IDA model.61
2-7-1-2 impact hierarchy model.62
2-7-1-3 innovation acceptance model.63
2-7-1-4 information processing model 63
2-7-2 Dagmar's approach. 64
2-7-3 Crisp technique. 65
2-7-4 Debilo.Belli model. 65
2-7-5 Information expansion probability model. 68
2-7-8 PSIP model 68
2-7-9 RPG model 69
2-7-10 Net effect model 70
2-7-11 Ambler model 70
2-7-12 Mackins and Jaroski model 70
2-7-13 Understanding/Experience/Memory Model.70
2-7-14 Van Model.72
2-7-15 Walkcrest and Ambler Model.73
2-8 Tests of Communication Effects of Advertisements.75
2-9 Conceptual Model and Background of Research.77
2-10 Conceptual Model of Research 78
Chapter Three: Research Method
Introduction.
6-3 Determining the sample size and sampling method.88
3-7 Validity and reliability of the research measurement tool.89
3-8 Data analysis method.90
9-3 Friedman test.90
10-3 One-sample mean test.91
11-3 Kolmogorov-Smirnov test.91
Chapter Four: Research Findings
Introduction ..93
4-1 Data Description 94
4-1-1 Distribution of Respondents by Gender 94
4-1-2 Age Distribution of Respondents 95
4-1-3 Educational Distribution of Respondents 96
4-1-4 Occupational Distribution of Respondents 97
4-2 Data analysis ..98
4-2-1 checking the amount of access, allocation of quality time and recommendation of the media. 99
4-2-2 Determining the importance of each of the indicators in the advertisements of Sepeh and Tejarat Bank. 102
4-2-3 Ranking of the media considering the importance of each of the indicators. 106
4-2-4 Reviewing the effectiveness of advertisements presented in the media. 107
5-2-5 Determining the most important effective factor in increasing the effectiveness of Bank Tejarat and Sepeh advertisements. 108
4-2-6 Identifying the most important factor influencing the choice of Bank Sepeh and Tejarat by customers.
4-2-7 The recall rate of Bank Tejarat and Bank Sepeh advertisements. 114
4-3 Total114
4-3 Summary of the fourth chapter. 115
Chapter five: Summary and conclusions and suggestions
Introduction. 116
5-1 Research results. 116
5-1-1 What are the indicators of the qualitative effectiveness of advertisements in banks? 117.
5-1-2 How important is each index? 118
5-1-3 What are the qualitative effectiveness of bank advertisements? 119.
5-1-4 What are the most important factors in increasing the effectiveness of bank advertisements? 121.
5-1-5 What are the most important influencing factors in choosing a bank by customers? 122.
5-1-6 How are banks' advertising media ranked according to indicators? 123
5-2 Comparison of research results with previous researches. 125
5-3 Suggestions based on research findings and providing solutions to increase the effectiveness of Bank Tejarat and Bank Sepeh advertisements. 126
5-3-1 Providing solutions to increase the effectiveness of Bank Tejarat advertisements. 127
5-3-2 Providing solutions to increase the effectiveness of Bank Tejarat advertisements. 127
4-5 research suggestions for future research.130
5-5 limitations of future research.131
Appendices.132
List of Persian sources.154
List of Latin sources.159
List of problems
Figure 1-1 Basic decisions of advertising program 2-1 Different types of services. 27
Figure 2-2 service organization as a system. 29
Figure 3-2 8-P relationship with the decision-making management framework. 35
Figure 4-2 of the comprehensive marketing communication planning model. L. M. 67
Figure 7-2 Perception/experience/memory model. 71
Figure 8-2 Van model. 72
Figure 9-2 Walkerst and Ambler model. 74
Figure 10-2 Conceptual model of the research. 4-2 Age frequency chart of respondents 94. Figure 3-4 Education frequency chart of respondents 96. Figure 4-4 Occupation frequency chart of respondents. 97. Source:
List of Persian sources:
Asadi, Dariush (1380), study of the effects of the implementation of commercial advertisements of Refah Bank on the rate of attracting customers of Karz al-Hasneh savings account in that bank, Tehran: Faculty of Management of Tarbiat University. Modares, master's thesis in management
Ismailpour, Majid (2012), practical implementation of the use of marketers in banking services, Tehran: Terme Publications
Amin Tahmasabi, Amin; Ghaffari, Sara; Amozdah Khalili, Hossein (1388), bank advertisements; Its reasons and effects on customer attraction, the first specialized conference of creative banking advertising, Tehran, Technology Studies Center of Sharif University of Technology:
Iran Dost Sanei, Pooya (1384), investigation of the effectiveness of television advertisements for the new services of Bank Mellat, Tehran: Faculty of Management, University of Tehran, Master's Thesis of International Business Management
Agha Bozerh Haddad, Mohammad (1378), Saderat Bank Quarterly, No. 46
Agha Mohseni Fashmi, Ali (2008), Evaluation of the effectiveness of television advertisements of Parsian Insurance Life and Investment, Tehran: Faculty of Management, University of Tehran, Master's Thesis of Executive Management
Bradaran Jamili, Bita (2010), Evaluation of the effectiveness of advertisements of Parsian Bank on customer attraction (comparative study of visual, audio and written media), Tehran: Payam Noor University, Center of Tehran, Master's Thesis of Business Administration
Bozorgi, Nuruddin; light Nooruddin (2008), evaluating the effectiveness of bank advertisements on customer behavior, the first international conference on marketing of banking services: Biranvand, Hamidreza (2008), Marketing advertising management (methods and strategies) based on the perspective of integrated marketing communications, Tehran: Industrial Management Organization. Technology Studies Center of Sharif University of Technology
NCCBP01-NCCBP01-017.HTML
Jarad. Jay, Tellis (1386), The best method in effective advertising (translated by: Mohammadreza Salehi), Tehran: Farhang Mardom Publications.
J. Silk, Alvin (1388), Marketing (translated by: Hamidreza Biranvand and Amir Shirvani), Tehran: Mehraban Publishing House.