نوع مقاله : برگرفته از پایان نامه و رساله
نویسندگان
1 دانشجوی دکتری مدیریت بازاریابی ، دانشکده علوم اجتماعی و اقتصاد ، دانشگاه الزهراء(س)، تهران ایران
2 دانشیار گروه مدیریت بازرگانی، دانشکده علوم اجتماعی و اقتصاد ، دانشگاه الزهراء(س)، تهران ایران
3 دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهیدبهشتی، تهران، ایران
چکیده
تازه های تحقیق
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Akan, P. (2007). Information content of magazine advertising in Turkey. Journal o Euromarketing, 16 (4), 33-47.
Al-Olayan, F. S., & Karande, K. (2000). A content analysis of magazine advertisements from the United States and the Arab world. Journal of Advertising, 29 (3), 69-82.
Anderson,S. P., & Renault, R. (2006). Advertising content. American Economic Review, 96(1),93-113.
Ashley, C., & Tuten, T. (2015).Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32 (1), 15-27.
Azar, A., & Bayat, K. (2009). Designing a Model For "Business Process-Orientation" Using Interpretive Structural Modeling Approach(ISM). Journal Of Information Technology Management,1(1), 3-18. [Persian]
Baltas, G. (2003). Determinants of internet advertising effectiveness: an empirical study. International Journal of Market Research, 45(4),1-9.
Bashir, H., & Ja'fari Haftkhani, N. (2007). An Introduction to Application of Semiology in Analyzing Advertising Messages; Case Study of Newspaper Advertisements. Strategic Management Thought, 1(2), 151-188.
Becker, M. (2017).Advertising effectiveness: the role of content(Doctoral dissertation, Universität zu Köln).
Becker, M., & Gijsenberg, M. J. (2022). Consistency and Commonality in Advertising Content: Helping or Hurting?. International Journal of Research in Marketing.
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative research in psychology, 14, 77-101.
Brito, P. Q., & Pratas, J. (2015). Tourism brochures: Linking message strategies, tactics and brand destination attributes. Tourism Management, 48, 123-138.
Catalano,A. (2013). Patterns of graduate students information seeking behavior:a meta-synthesis of the literature. Journal of Documentation.69(2), 243-274.
Chattopadhyay, T. (2010). The effects of message strategy and execution framework on teenage boy's processing of print advertisements in India. International Journal of Business Science & Applied Management (IJBSAM), 5 (2), 17-28.
Cummins, S., Reilly, T. M., Carlson, L., Grove, S. J., & Dorsch, M. J. (2014). Investigating the portrayal and influence of sustainability claims in an environmental advertising context. Journal of Macromarketing, 34 (3), 332-348.
Deng, T., Ekachai, D., & Pokrywczynski, J. (2022). Global COVID-19 advertisements: Use of informational, transformational and narrative advertising strategies. Health Communication, 37 (5), 628-636.
Dens, N., & Pelsmacker, P. D. (2010). How advertising strategy affects brand and USP recall for new brands and extensions. International Journal of Advertising, 29 (2), 165-194.
Esfidani, M.R., Keymasi, M., Ahmadi,S (2017). A Framework for Determining TV Advertising Strategies in Banking. Consumer Behavior Studies Journal, 3(3), 118-142.[Persian]
Ettehadmohkam, S., & Nazeri, A., & Sobhanifard, Y., & Faramarzi, S. (2018). Study Of Gestalt Visual Laws Of Perception Use In Billboard Advertising’s Graphic Design Case Study: Tehran’s Commercial Billboards In 2015-16. Bagh-E Nazar, 14(55 ), 83-98. [Persian]
Faisal, M., Banwet, D.K. and Shankar, R. (2006). Supply chain riskmitigation: modelling the enablers, Business Process Management,12(4):535-552.
Frazer, C. F.(1983).Creative strategy: A management perspective. Journal of advertising, 12(4),36-41.
Frazer, C. F., Sheehan, K. B., & Patti, C. H. (2002). Advertising strategy and effective advertising: Comparing the USA and Australia. Journal of Marketing Communications, 8 (3), 149-164.
Ganesan, D., Francina, V. J., & Rameshkumaar, V. P.(2019). Efeectiveness Of Corporate Responsibility Advertising Messages Of Automobile Companies Among Audience Perception. Technology, 10 (2), 934-941.
Golan, G. J., & Zaidner, L. (2008). Creative strategies in viral advertising: An application of Taylor’s six-segment message strategy wheel. Journal of computer-mediated communication, 13 (4), 959-972.
Guitart, I. A., & Stremersch, S. (2021). The impact of informational and emotional television ad content on online search and sales. Journal of Marketing Research, 58 (2), 299-320.
Jin,C.H. (2010).An empirical comparison of online advertising in four countries: Cultural characteristics and creative strategies. Journal of Targeting, Measurement and Analysis for Marketing, 18 (3), 253-261.
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Kelley, S. W., & Turley, L. W. (2004). The effect of content on perceived affect of Super Bowl commercials. Journal of Sport Management, 18 (4), 398-420.
Khan Mohammadi,H; Seyed Javadin,S.R(2014).Characteristics of effective advertising messages in commercial insurance from the point of view of insurers. Quarterly Journal of Quantitative Studies in Management, 5(2),34-52
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Kim, Y. K., Yim, M. Y. C., Kim, E. A., & Reeves, W. (2021). Exploring the optimized social advertising strategy that can generate consumer engagement with green messages on social media. Journal of Research in Interactive Marketing.
Lancellotti, M. P., & Thomas, S. (2018). Men hate it, women love it: Guilty pleasure advertising messages. Journal of Business Research, 85, 271-280.
Laskey, H. A., Day, E., & Crask, M. R. (1989). Typology of main message strategies for television commercials. Journal of advertising, 18 (1), 36-41.
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Martenson, R. (1987). Advertising strategies and information content in American and Swedish advertising: A comparative content analysis in cross-cultural copy research. International Journal of Advertising, 6 (2), 133-144.
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کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
developing a suitable message content strategy is necessary for advertising campaign successful, so much so that some researchers have mentioned it as one of the most important decisions for advertising campaign designers. A review of previous studies reveals that the choice of the appropriate message content strategy depends on various variables. In this regard, previous researchers have mentioned some factors, but so far, no integrated study has been conducted on the factors affecting the choice of message content strategy and the relationship between them. According to this, the current research aims to identify effective factors of advertising message content strategy selection and the relationship between them. Sequential Mixed Method (qualitative- quantitative) used for achieving the purpose of study. In the qualitative part of the research, the data obtained from the meta-analysis of literature of the period 1950 up to 2022 and interviews conducted with advertising campaign experts were thematically analyzed. The results of this stage of the research identified 15 factors, which were obtained from 29 themes. Then, in the quantitative part of the research, in order to investigate the relationship between the factors, Interpretive Structural Modelling (ISM) and MICMAC analysis was used. The results of Interpretive Structural Modelling leveled the factors in five levels, and the results of MICMAC analysis also categorized the factors into three categories of independent variables, Linkage variables and dependent variables. The results of this study will help the practitioner in how to determine the message content strategy.
کلیدواژه‌ها [English]
اتحادمحکم، سحر؛ ناظری، افسانه؛ سبحانی فرد، یاسر و فرامرزی، سالار ) 1396 (. کاربرد قوانین ادراک دیداری گشتالت در طراحی گرافیک بیلبوردهای تبلیغاتی )نمونه موردی: بیلبوردهای تجاری تهران در سال 1394 (. باغ نظر، .86-71 ،)55( 14
آذر، عادل و بیات، کریم ) 1387 (. طراحی مدل فرآیندمحوری کسب وکار با رویکرد مدلسازی ساختاری تفسیری .3-18 ،)1( مدیریت فناوری اطلاعات، 1 .)ISM(
اسفیدانی، محمدرحیم؛ کیماسی، مسعود و احمدی، صلاح ) 1395 (. چارچوبی برای تعیین استراتژیهای تبلیغات ( تلویزیونی در بانکداری. مطالعات رفتار مصرفکننده، 118-142 ،)3
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کبیری، زهرا و حکیم آرا، محمدعلی ) 1393 (. اثرگذاری تبلیغات تلویزیونی با جاذبه پیام طنز و ترس بر نگرش جوانان .81-98 .)79( نسبت به رعایت قوانین رانندگی. پژوه شهای ارتباطی. 21
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Aghazadeh, H., Roshandel Arbatani, T., & Banifazel, S. (2015). A Model for Studying the Influence of the Media in Creating the Willingness to Invest in the Stock Market Through Advertising Messages. Media Studies, 10(29), 25-36.
Akan, P. (2007). Information content of magazine advertising in Turkey. Journal o Euromarketing, 16 (4), 33-47.
Al-Olayan, F. S., & Karande, K. (2000). A content analysis of magazine advertisements from the United States and the Arab world. Journal of Advertising, 29 (3), 69-82.
Anderson,S. P., & Renault, R. (2006). Advertising content. American Economic Review, 96(1),93-113.
Ashley, C., & Tuten, T. (2015).Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32 (1), 15-27.
Azar, A., & Bayat, K. (2009). Designing a Model For "Business Process-Orientation" Using Interpretive Structural Modeling Approach(ISM). Journal Of Information Technology Management,1(1), 3-18. [Persian]
Baltas, G. (2003). Determinants of internet advertising effectiveness: an empirical study. International Journal of Market Research, 45(4),1-9.
Bashir, H., & Ja'fari Haftkhani, N. (2007). An Introduction to Application of Semiology in Analyzing Advertising Messages; Case Study of Newspaper Advertisements. Strategic Management Thought, 1(2), 151-188.
Becker, M. (2017).Advertising effectiveness: the role of content(Doctoral dissertation, Universität zu Köln).
Becker, M., & Gijsenberg, M. J. (2022). Consistency and Commonality in Advertising Content: Helping or Hurting?. International Journal of Research in Marketing.
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative research in psychology, 14, 77-101.
Brito, P. Q., & Pratas, J. (2015). Tourism brochures: Linking message strategies, tactics and brand destination attributes. Tourism Management, 48, 123-138.
Catalano,A. (2013). Patterns of graduate students information seeking behavior:a meta-synthesis of the literature. Journal of Documentation.69(2), 243-274.
Chattopadhyay, T. (2010). The effects of message strategy and execution framework on teenage boy's processing of print advertisements in India. International Journal of Business Science & Applied Management (IJBSAM), 5 (2), 17-28.
Cummins, S., Reilly, T. M., Carlson, L., Grove, S. J., & Dorsch, M. J. (2014). Investigating the portrayal and influence of sustainability claims in an environmental advertising context. Journal of Macromarketing, 34 (3), 332-348.
Deng, T., Ekachai, D., & Pokrywczynski, J. (2022). Global COVID-19 advertisements: Use of informational, transformational and narrative advertising strategies. Health Communication, 37 (5), 628-636.
Dens, N., & Pelsmacker, P. D. (2010). How advertising strategy affects brand and USP recall for new brands and extensions. International Journal of Advertising, 29 (2), 165-194.
Esfidani, M.R., Keymasi, M., Ahmadi,S (2017). A Framework for Determining TV Advertising Strategies in Banking. Consumer Behavior Studies Journal, 3(3), 118-142.[Persian]
Ettehadmohkam, S., & Nazeri, A., & Sobhanifard, Y., & Faramarzi, S. (2018). Study Of Gestalt Visual Laws Of Perception Use In Billboard Advertising’s Graphic Design Case Study: Tehran’s Commercial Billboards In 2015-16. Bagh-E Nazar, 14(55 ), 83-98. [Persian]
Faisal, M., Banwet, D.K. and Shankar, R. (2006). Supply chain riskmitigation: modelling the enablers, Business Process Management,12(4):535-552.
Frazer, C. F.(1983).Creative strategy: A management perspective. Journal of advertising, 12(4),36-41.
Frazer, C. F., Sheehan, K. B., & Patti, C. H. (2002). Advertising strategy and effective advertising: Comparing the USA and Australia. Journal of Marketing Communications, 8 (3), 149-164.
Ganesan, D., Francina, V. J., & Rameshkumaar, V. P.(2019). Efeectiveness Of Corporate Responsibility Advertising Messages Of Automobile Companies Among Audience Perception. Technology, 10 (2), 934-941.
Golan, G. J., & Zaidner, L. (2008). Creative strategies in viral advertising: An application of Taylor’s six-segment message strategy wheel. Journal of computer-mediated communication, 13 (4), 959-972.
Guitart, I. A., & Stremersch, S. (2021). The impact of informational and emotional television ad content on online search and sales. Journal of Marketing Research, 58 (2), 299-320.
Jin,C.H. (2010).An empirical comparison of online advertising in four countries: Cultural characteristics and creative strategies. Journal of Targeting, Measurement and Analysis for Marketing, 18 (3), 253-261.
Johar, J. S., & Sirgy, M. J. (1991). Value-expressive versus utilitarian advertising appeals: When and why to use which appeal. Journal of advertising, 20 (3), 23-33.
Kabiri,, Z., & Hakimara, M. (2014). The Impact of TV Ads’ Humor and Fear Appeal on Youths’ Driving Attitude. Communication Research, 21(79), 81-98.
Kelley, S. W., & Turley, L. W. (2004). The effect of content on perceived affect of Super Bowl commercials. Journal of Sport Management, 18 (4), 398-420.
Khan Mohammadi,H; Seyed Javadin,S.R(2014).Characteristics of effective advertising messages in commercial insurance from the point of view of insurers. Quarterly Journal of Quantitative Studies in Management, 5(2),34-52
Kim, K., & Cheong, Y. (2011). Creative strategies of Super Bowl commercials 2001-2009: an analysis of message strategies. International Journal of Sports Marketing and Sponsorship.
Kim, Y. K., Yim, M. Y. C., Kim, E. A., & Reeves, W. (2021). Exploring the optimized social advertising strategy that can generate consumer engagement with green messages on social media. Journal of Research in Interactive Marketing.
Lancellotti, M. P., & Thomas, S. (2018). Men hate it, women love it: Guilty pleasure advertising messages. Journal of Business Research, 85, 271-280.
Laskey, H. A., Day, E., & Crask, M. R. (1989). Typology of main message strategies for television commercials. Journal of advertising, 18 (1), 36-41.
Lavidge, R. J., & Steiner, G. A. (1961). A Model for Predictive Measurements of Advertising Effectiveness. Journal of Marketing, 25(6), 59.
Lee, D., Hosanagar, K., & Nair, H. S. (2018). Advertising content and consumer engagement on social media: Evidence from Facebook. Management Science, 64 (11), 5105-5131.
Lee, T., Taylor, R. E., & Chung, W. (2011). Changes in advertising strategies during an economic crisis: An application of Taylor's six-segment message strategy wheel. Journal of Applied Communication Research, 39 (1), 75-91.
Liaukonyte, J., Teixeira, T., & Wilbur, K. C. (2015). Television advertising and online shopping. Marketing Science, 34 (3), 311-330.
Liu, X. (2022). Competitive pricing and advertising with spillover. Journal of Mathematical Economics,101(August) 102660.
Luzon, Y., Pinchover, R., & Khmelnitsky, E. (2022). Dynamic budget allocation for social media advertising campaigns: optimization and learning. European Journal of Operational Research, 299(1), 223-234.
Martenson, R. (1987). Advertising strategies and information content in American and Swedish advertising: A comparative content analysis in cross-cultural copy research. International Journal of Advertising, 6 (2), 133-144.
Marzouk, O., Salminen, J., Zhang, P., & Jansen, B. J. (2022). Which Message? Which Channel? Which Customer?: Exploring Response Rates in Multi-Channel Marketing Using Short-Form Advertising. Data and Information Management, 100008.
Menon, M. K., Goodnight, J. M., & Wayne, R. J. (2006). Assessing advertising content in a hospital advertising campaign: an application of Puto and Wells (1984) measure of informational and transformational advertising content. Journal of Hospital Marketing & Public Relations, 17 (1), 27-44.
Moon, Y. S., & Chan, K. (2005). Advertising appeals and cultural values in television commercialsA comparison of Hong Kong and Korea. International Marketing Review.
Moriarty, S. E. (1987). A content analysis of visuals used in print media advertising. Journalism Quarterly, 64 (2-3), 550-554.
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