Modeling Advertising Attention in Commercial Media: A Qualitative–Quantitative Approach

Document Type : Research Paper

Authors

1 Ph.D. Candidate, Department of Business Management, Kish International Branch, Islamic Azad University, Kish, Iran.

2 Prof., Department of Business Management, Kish International Branch, Islamic Azad University, Kish, Iran.

3 Assistant Prof., Department of Business Management, Khonj Branch, Islamic Azad University, Fars, Iran.

10.22059/jibm.2024.369316.4719

Abstract

Objective
The aim of this study is to propose a model for attracting attention to advertisements in commercial media.
 
Methodology
This study employs a mixed exploratory approach. In the first phase, data were gathered through a review of relevant literature and previous research, along with in‑depth interviews with experts. Data were coded and categorized through Glaser’s grounded theory method. Following this, a researcher‑designed questionnaire was developed to establish content validity and further improve the research instrument. The participants in the first phase consisted of approximately 14 experts in advertising and marketing, who were selected using a purposive judgmental sampling method. In the next level, for Likert-scale questionnaire, a sample of 217 participants was determined based on Cochran’s formula and selected through random sampling from active individual in the fields of marketing, advertising, media and graphic. After data collection was completed, the conceptual model, including attention‑attraction factors related to commercial media, was developed in the first phase of the study. For data analysis, partial least squares structural equation modeling (PLS‑SEM) was conducted using SmartPLS software. Convergent and discriminant validity were used to assess validity, while Cronbach’s alpha and composite reliability were employed to evaluate reliability.
 
Findings
Coding results from the grounded theory analysis revealed that the model for attracting attention to advertisements in commercial media consists of 92 open codes, 7 axial codes, and 1 selective code. The results of Partial Least Squares Structural Equation Modeling (PLS‑SEM) indicated that the path coefficients for the relationships between the main variables and attention‑attraction factors were significant, with t‑values greater than 1.96 at the 95% confidence level. Therefore, all seven variables were identified as critical factors, and the research model for attention‑attraction in commercial media was confirmed. The seven variables include magazine, television, bus, radio, cinema screen, billboard, and newspaper.
 
Conclusion
Symbolic appeals and visual elements—such as image clarity, graphic design, appropriate color cues, and professional composition—play an important role in attracting audience attention to commercial advertisements. In audio-based media; sonic elements include music, voice type-tone, and their alignment with the advertising message significantly influence attention attraction. Moreover, the ability of advertisements to create imagery in audience, such as evoking nostalgia enhances audience engagement with advertisements. The use of effective techniques and Strategic factors include story‏‏‏‏‏‏ telling, serial teasers, teasing, creativity, innovation, relevance Ad. to audience needs, and regional presence are important to capturing and sustaining audience attention. Additionally, advertising content characteristics—such as message credibility, an effective slogan, an attractive subject, and sales‑related information in the advertisement—affect levels of audience attention. The clarity and conciseness of advertising messages further strengthen attention attraction. Additionally, advertising content characteristics—such as message credibility, an effective slogan, an appealing theme, and sales‑related information in the advertisement—affect the level of audience attention.

Keywords

Main Subjects

References

 
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Journal of Business Management
Volume 18, Issue 1
2026
Pages 265-292

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