Ranking of factors affecting the effectiveness of commercial messages in attracting the audience based on Friedman

Dissertation for Master's Degree

(( M.A

Business Management Orientation)

Abstract

The present research was written with the aim of investigating the ranking of factors affecting the effectiveness of commercial messages in attracting the audience in Tehran province. In order to achieve the above goal, four questions were used. The theoretical framework of the research was based on the AIDA model. The research tool is a researcher-made questionnaire, which has a total alpha of 90. A sample of 400 people was obtained using the Cochran formula. According to the research findings, 82.5% of the respondents rated the effectiveness of commercial messages. According to Friedman's test, the importance of the variable of attention (awareness) is higher than the other research variables. The most important suggestion in the present research is to give importance to the effectiveness of the commercial message in addition to the awareness. Keywords: ranking, effectiveness, commercial message, and the AIDA model.

Generalities of the research

Introduction

Mass media communicate with different social, ethnic, occupational and age groups in different ways and types and play various roles at the level of societies. Supposedly, Harold Laswell considers only three roles of news, social solidarity and transfer of cultural heritage for the media in his period; But later "Charles Wright" adds a fourth role under the title of entertainment and entertainment. Today, in addition to these roles, mass communication tools have other tasks such as information and advertising. Advertising is considered one of the most important and effective methods of information nowadays. (Motamed Nejad, 1369, p. 32)

From the specific point of view of communication, advertising, like communication, is a process bound to time and place conditions that can be recognized by social characteristics and can take place in various political, economic, social and cultural fields.

In fact, one of the goals of mass communication technology is to influence and influence people's thoughts, behavior, opinions and interests.  By continuously promoting and sending the desired messages of those in power and means, the media influence the public opinion and force them to accept an opinion from their side.

1-1- Statement of the problem

In today's competitive world, marketing and advertising are essential for any kind of conscious and purposeful movement in the market, and its role is clearly visible in the beginning of all efforts, including the production of products and the provision of desirable services to the society, in the current era where the concepts of communication, competition and customerism are linked together. It has been said that advertising, as a mixed element of marketing, plays a central role in the preservation and survival of organizations by introducing products and services.

Advertising literally means delivering a message from one person to another, and technically it is any type of non-personal communication about an organization, product, service or idea, which a specific employer has paid to pass through a mass media and reach a large audience.

By examining the effects of advertising and its relationship with the goals of organizations, changes can be made in the advertising budget, the form and content of messages, the type of media and communication channels, and even the time and conditions of advertising, so that advertising is more useful and effective than in the past.

Various studies show that service organizations pay less attention to advertising compared to government organizations, which is due to the unique characteristic of service, i.e. its intangibility.

Design different models and patterns to evaluate the effectiveness of advertising. It has been found that they include the model of Lovedge and Steiner, Dagmar, Ida, etc.

In this research, we aim to measure the mindset created in the society as a result of the commercial message in attracting the audience using the Ida model..

In this research, we aim to measure the mentality created in the society as a result of the commercial message in attracting the audience using the IDA model. The IDA model was expressed by Strong in 1925 as a behavioral model and its purpose was to ensure that an advertisement raises awareness, stimulates interest and leads to the desire of customers to buy and finally leads to action or activity. (Hackley, 2005:36)

In this model, Strong says that effective advertising

based on this model, in order for advertising to lead to success, it must be designed in such a way that it goes through the above four steps. This model contains the implicit concept that advertising should inject believable and memorable messages in the mind of the audience to lead the customer to act in a safe way. Now, if we want to state a basic question for the research, it will be, "What is the ranking of the factors affecting the effectiveness of commercial messages in attracting the audience?"

1-2- The necessity and importance of conducting research

The theoretical and practical importance of this research is to identify the main indicators and variables of the effectiveness of commercial advertisements; Because in every buying action, there is a decision process, a process during which the buyer decides what kind of product or service to buy. The first step in this process is the need of the audience, and since the habit of consuming messengers is generally guided by the media, especially television, the media tries to stimulate the audience's sense of need and encourage him to buy. The audience also gathers information about his needs to meet his needs, so that he can determine the criteria for buying and satisfying his needs, and after specifying his criteria and criteria, he decides to buy. One of the most comprehensive means of mass communication is defined and if the advertising media cannot play its role well between the producer and the consumer, it will fail.

This research seeks to identify those principles and rules in commercial advertising that can be accepted by the audience when it is broadcasted through television. The makers of commercial advertisements want to convey their message to many general and special audiences through the medium of television, this is not possible without knowing the communication processes and paying attention to the elements of the communication process, especially the audience.

2. By knowing the audience, before and after the broadcast of the commercial messages of Sima, it is possible to understand the level of their trust in this advertising medium.

3. Knowing the needs of the audience in order to motivate them to buy is essential, which requires knowledge of the science of social communication.

4. Making the audience aware of the goods and services of producers and increasing the number of audiences is one of the basic goals of commercial advertising, and every source of advertising messages should know why they are advertising? Who are his audience? What are their needs? Which means is appropriate for advertising? and