نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 دانشیار گروه مدیریت دولتی، دانشکدهی مدیریت، دانشگاه تهران، ایران
2 دانشیار گروه مدیریت بازرگانی، دانشکدهی مدیریت دانشگاه تهران، ایران
3 استادیار گروه اقتصاد نظری، دانشکدهی اقتصاد دانشگاه تهران، ایران
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
Abstract: Inadequate people awareness about Insurance services is one of the most important factors of underdevelopment of Iran insurance industry. Because insurance services aren’t objective and familiarity of people with them requires presenting comprehensive data, so professional advertising campaigns of insurance companies is so helpful. Effective advertising policymaking in insurance industry can increase insurance penetration rate and in the result, economic and social security of the society will be improved. Identifying and approving dimensions of ‘model of effective advertising policymaking’ and the relations among these dimensions are main objectives of this research. Research method is based on Survey, and questionnaire has been used for data collection. Pearson correlation test, Kruskal-Wallis test, Multidimensional Scaling, Quadratic Assignment Procedure Correlation (QAP) and Cluster Analysis have been used for analyzing data and approving model dimensions and relations. Research results, have approved six dimensions of effective advertising policymaking modeland have revised relations among dimensions of primary and conceptual model of research.
کلیدواژه‌ها [English]
Mortimer, K. (2008). Identifying the components of effective service advertisements. Journal of Services Marketing, 22 (2), 104-113.
Petrovici, D., Marinov, M. (2007). Determinants and antecedents of general attitudes towards advertising: A study of two EU accession countries. European Journal of Marketing, 41 (3), 307- 326.
Spake, D. F., Mathew. J. (2007). Consumer opinion and effectiveness of direct-to-consumer advertising. Journal of Consumer Marketing, 24(5), 283- 293.
Toshie, T., Chizuru, N. (2000). The qualitative contents of television advertising and its penetration: the case in Japan. Marketing Intelligence & Planning, 18 (2), 78-86.
)