ارزیابی اثربخشی تبلیغات چاپی مشترک بانک ملت و بیمه ما با استفاده از روش بازاریابی عصب‌پایه

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استاد، گروه مدیریت، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران.

2 استادیار، گروه مدیریت، دانشکده مدیریت دانشگاه تهران، تهران، ایران.

3 دانشجوی دکتری، گروه بازاریابی، دانشکده مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، قم، ایران.

4 استادیار، گروه مدیریت، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران.

چکیده

هدف: نفوذ علوم اعصاب در رشته‌های علوم انسانی، سبب آشکار شدن ضعف روش‌های تحقیقاتی، به‌خصوص روش‌های خودگزارشگری و ارزیابی اقدام‌های بازاریابی مانند اقدام‌های تبلیغاتی شده است؛ به‌طوری که پارادایم جدیدی با عنوان بازاریابی عصب‌پایه در حال ظهور است. هدف این مطالعه، بهره‌گیری از بینش‌های حاصل از علوم اعصاب و یکی از روش‌های رایج بازاریابی عصب‌پایه برای سنجش اثربخشی تبلیغات چاپی مشترک بانک ملت و بیمه ما است.
روش: پژوهش حاضر از نوع کمّی است که به‌صورت شبه آزمایشگاهی اجرا شده است. در این پژوهش، از روش ردیابی چشم برای گردآوری داده‌ها استفاده شده است. 15 آزمودنی در این پژوهش مشارکت کردند که به‌صورت تصادفی گزینش شدند. داده‌های جمع‌آوری شده از طریق تحلیل بصری و تحلیل آماری استنباطی با دو آزمون تی تک‌نمونه‌ای و ناپارامتری فریدمن تحلیل شدند.
یافته‌ها: نتایج سنجش تبلیغات، نشان داد که عناصر موجود در تبلیغات، به‌خوبی توجه بصری را جلب کرده و تبلیغات چاپی به ‌میزان خوبی به‌خاطرسپردنی بوده است. با این حال، تفاوت معنادار و چشمگیری بین طرح‌های تبلیغات چاپی، از جنبه جلب توجه و قابلیت به‌خاطرسپاری به ‎دست نیامد.
نتیجه‌گیری: روش ردیابی چشم توانایی پاسخ به سؤال‌هایی را دارد که روش‌های خودگزارشگری در پاسخ‌گویی به آنها عاجزند. اینکه کدام عناصر در تبلیغ دیده شده‌اند، کدام عناصر بیشتر دیده شده‌اند، عناصر به چه ترتیبی در تبلیغ مشاهده شده‌اند، کدام عناصر در تبلیغ بیشتر سبب پردازش و درگیری ذهنی می‌شوند و کدام تبلیغ عملکرد بهتری دارد، بر خلاف سایر روش‌‌ا با روش ردیابی چشم پاسخ داده می‌شوند.

کلیدواژه‌ها

عنوان مقاله [English]

Measuring the Effectiveness of Mellat Bank and Ma Insurance Joint Printed Advertising Using Neuromarketing

نویسندگان [English]

  • Gholamreza Jandaghi 1
  • Masoud Keimasi 2
  • Ali Amoei Ojaki 3
  • Maysam Shafiee 4
1 , Prof., Department of Management, Faculty of Management and Accounting, Farabi Campus, University of Tehran, Qom, Iran.
2 Assistant Prof., Department of Management, Faculty of Management, University of Tehran, Tehran, Iran.
3 Ph.D. Candidate, Department of Marketing, Faculty of Management and Accounting, Farabi Campus, University of Tehran, Qom, Iran.
4 Assistant Prof., Department of Management, Faculty of Management and Accounting, Farabi Campus, University of Tehran, Qom, Iran.
چکیده [English]

Objective
Marketing activists are always looking for answers to the questions such as "what can attract the consumers?" and "how can consumers’ attention be focused to vital products and information?". Among a variety of research methods, self-reporting method is considered as the optimal method to answer these questions and evaluate marketing practices, especially in advertising. However, the influence of neuroscience in the humanities has revealed the weaknesses of these methods, so that a new paradigm is emerging which is referred to as neuromarketing. The purpose of this study is to use the insights obtained from neurosciences and particularly neuromarketing to measure the effectiveness of joint printed advertising of Mellat Bank and Ma insurance company.
 
Methodology
This research is quantitative and applied in nature which is conducted in a quasi-experimental manner. Eye tracking method was used to collect the data in this study. The statistical population of this study includes the customers and audiences of the advertisement; 15 testes, who belong to the age group of 25 to 50 years, were randomly selected to participate in this study. Study data were analyzed using visual analysis and inferential statistical analysis through one-sample t-test and non-parametric Friedman test. In this study, items such as thermal map, blur map, eye movement and glare map, number of fixations, average duration of first fixation, and average duration of fixation were analyzed.
 
Findings
The results of the measurement of advertisements showed that the elements in the advertisements had efficiently attracted visual attention and the printed advertisements were well memorable. However, there was no significant difference between printed advertising designs in terms of attraction and memorability.
 
Conclusion
Contrary to the traditional assumptions, consumers are not rational and the majority of the brain activities and processes are performed outside of our conscious consciousness over which we have no control. These activities and processes are not accessible through self-reporting methods and identifying the stimuli that affect brain activity requires the use of new perspectives and methods based on neurosciences. A number of marketing researchers and corporate executives tend to answer sensitive questions about consumers’ behavior based on a neuromarketing approach due to the weaknesses of self-reporting methods such as the inability to describe emotions and feelings, limitations regarding cultural and linguistic differences, acceptance and social acceptance errors, misconceptions about human rationality, and memory limitations. Neuromarketing is considered as an approach to highlight the hidden stimuli of consumers’ behavior that were not previously recognizable by conventional research methods. The eye tracking method has the ability to answer the questions which were difficult to answer by traditional self-reporting methods. Eye tracking meythod can help respond to the following questions: “which elements are seen in the ads?”, “which elements are seen the most?”, “what is the order of noticing the elements in the ads?”, “which elements in advertising cause the most processing and mental conflicts?”, and “which ads result in better performance?”.

کلیدواژه‌ها [English]

  • Neuromarketing
  • Self-reporting
  • Advertising effectiveness
  • Joint advertising
  • Eye tracker

مراجع

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مدیریت بازرگانی
دوره 12، شماره 3
1399
صفحه 679-701

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