The effect of TV advertising on audience behavior change based on Dagmar Model (Case study: LG agencies in 5 and 11 regions of Tehran)

Subject Areas : Journal of Cultural Management

alireza sabbagh ¹ (Master of Business Administration, Islamic Azad University of Arak, Iran)
Peyman ghafari ² (Associate Professor, Department of Business Administration, Arak Branch, Islamic Azad University, Arak, Iran. (Corresponding Author): [e-mail])

Received: 2016-04-18 Accepted : 2018-06-17 Published : 2018-07-23

Keywords: Advertising, Consumer behavior, TV, media, Dagmar model,

Abstract :

Introduction and purpose: media advertisment is one of the most important instrument for attracting consumers to new markets. Where'as, the goal of advertisement is changing consumer's behavior, there shoud be proper study on useful advertisement models and mussmedia in order to companies can reach to their aims. Among all types of mass media's ads; TV as a media that can cover many different types of people by different networks has an intensive influence on families. TV, in compare to other massmedia, is more effect on all kinds of people's physical and spiritual life in difference ages, education and jib situations. One of the reason's that couse this charactertics, is it's visual and audial property, and also it's moving ability as a massmedia. LG company is one of the home hecessaries producers that because of external pressures, great amount of competitors and prepation more choosing condition, goes to advertiding and other ways to attract consumers for achieving goal should pay abuhdant costs every year. So, having information about manner and effectiveness of TV ads as a mass media on motivation for purchasing, can prepare everythings for rebuying goods. Thus, this research study the effect of TV ads on changing behavior of LG consumers according to Dagmar model. Manner of research: This research is practical and according to gathering information and data analysis, is descriptive and scientific. Statistical population of research is consist of all LG company customers in 5,11 districts of Tehran. 381 customers were needed, which were studied by available sampling and instrument for research was questionnaire that was made by researcher, for analysis of data, there were used of "Pearson" and "Regreson" tests by spss and 22 version. Findings: Findings shows that TV ads have positive and significant effect on respondents awareness and their perception of ad's message, respondents convince and decision for purchasing. Result: According to findings, TV ad's cause customers try to buy goods according to their own cognitions and use them. Positive experience of quality of the products if has suitability with customer's needs, cause introduce them to others.