Explaining and Prioritizing Effective Advertising Factors Using Fuzzy Hierarchy (FAHP)

Subject Areas : business management

soheila shamsadini ¹ (Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran)
Farhad Hanifi ² (Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran)
vahid reza mirabi ³ (Associate Professor, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran)

Received: 2019-12-11 Accepted : 2020-04-24 Published : 2020-09-22

Keywords: Banking Services, Advertising, Keywords: Advertising Effectiveness, Banking Marketing,

Abstract :

Reviewing and evaluating the effectiveness of propaganda can serve as a criterion for converting weaknesses into strengths and adjusting its budget. Also, identifying the factors affecting the effectiveness of advertising can lead to its more professional design and implementation. The purpose of this study is to explain and prioritize the factors affecting the effectiveness of modern economy bank propaganda in Iran. The study population consisted of 50 scientific and organizational experts. According to the research literature, effective criteria and sub-criteria have been extracted. The final indices were extracted using fuzzy Delphi technique and according to experts. Then, using fuzzy AHP method, the ranking of criteria is discussed. The extracted criteria are: demographic characteristics, emotions and individual attitudes of the audience, appearance characteristics of the message, message content, market characteristics, cultural, economic, design and nature of services, advertising methods. The results showed that advertising methods, design and nature of services, message characteristics, personal emotions and attitudes of the audience, demographic characteristics, message content, economic, market characteristics, culture, ranked first to ninth, respectively. dedicated.