Developing a Model for Effective Advertising Policymaking in Iran Insurance Industry (Based on Cognitive Map)

Document Type : Research Paper

Authors

1 Associate Prof., Faculty of Management, Tehran University, Iran

2 Assistant Prof., Faculty of Economy, Tehran University, Iran

Abstract

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.

Keywords

References

Mortimer, K. (2008). Identifying the components of effective service advertisements. Journal of Services Marketing, 22 (2), 104-113.
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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.
Journal of Business Management
Volume 4, Issue 3 - Serial Number 13
October 2012
Pages 121-136

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