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Paper Information

Journal:   SOCIAL WELFARE   SUMMER 2010 , Volume 10 , Number 37; Page(s) 383 To 408.
 
Paper: 

AN ASSESSMENT OF MARKETING EXPERT SOCIETY ATTITUDE ABOUT THE INFLUENCE OF MEDIA ADVERTISEMENT IN TRAVEL AGENCIES

 
 
Author(s):  KAROBI M.*
 
* 
 
Abstract: 

Advertisement, as a prevailing method of organization’s communicating elements, plays a crucial role in the success of organizations. One of the most commonly used patterns of advertisement building is the 5M model, which is composed of five principle decisions involving goal setting, budgeting, message designing, media selection and advertisement assessing. In fact, all organization’s struggles in different stages make sense provided that the media is selected appropriately.
Regarding the role of advertisement in tourist motivation to buy from a travel agency, one possible way to promote advertisement’s effectiveness is budget allocation to different Medias.
Each media has its specific strengths and weaknesses. These strengths and weaknesses demonstrate how effectively one media can perform its advertising task. According to the above explanations, if the media is not selected appropriately, We should be suspicious of the effectiveness of advertising campaign. Therefore selecting the advertising media is one of the most important decisions in marketing and advertisement. Today there are different ways of effective media selection. Experimental ways are used as well as scientific ones. In this research paper, in order to asses the effectiveness of the advertising media, the researcher has explored the expert’s attitudes according to the four dimensions pattern of AIDA to establish an appropriate image in the minds of the marketing researchers of newly founded firms.

 
Keyword(s): ADVERTISEMENT, MEDIA, MARKETING EXPERT SOCIETY MOUTH TO MOUTH COMMUNICATION, TOURIST, INFLUENCE, AIDA
 
References: 
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