Evaeluating the Effectiveness of Bank Advertising and Identifying the Factors Affecting Client Preference

Khanbolooki, Sadaf; Eyvaziheshmat, AliaAsghar; Sanavifard, Rasoul; Aghayousefi, Alireza

doi:10.30473/ipom.2021.57108.4301

Document Type : Survey

Authors

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

² Assistant Professor, Department of Management, Payame Noor University, Tehran, Iran.

³ Assistant Professor, Department of Business Management, Qom Branch, Islamic Azad University, Qom, Iran.

⁴ 4. Associate Professor, Department of Psychology, Payame Noor University,Tehran,Iran.

https://doi.org/10.30473/ipom.2021.57108.4301

Abstract

Advertising can only grow as the main way to communicate with the audience and the most popular form of marketing if it focuses on effectiveness. The purpose of this study is to evaluate the effectiveness of bank advertising, determine the factors affecting the effectiveness of advertising, and identify the factors affecting the attraction and preference of Day Bank clients. In this regard, the Aida model was used to evaluate the effectiveness of advertising. The statistical population of this research is the clients of Day Bank in Tehran who have seen the bank's advertisements. Due to the infinity of the statistical population and using Cochran's formula, 402 of them were selected using stratified random sampling and a questionnaire was distributed among them. The research questionnaire has face validity with the approval of experts and university professors and structural validity through confirmatory factor analysis. To calculate the reliability, Cronbach's alpha coefficient was used and all values were higher than 0.7, which indicates the high reliability of the questionnaire. Structural equation method and SmartPLS software were used to analyze the data and test the research hypotheses. The results show that Day Bank 's advertisements show sufficient effectiveness in the components of attracting attention, creating interest, creating desire, and choosing a bank. From the clients' point of view, the honesty of the messages and their authenticity, and after that, the creativity in the advertisements and the use of appropriate images are very important in increasing the effectiveness of Day Bank's advertisements. Clients consider the good attitude of employees and respect for the customer, the speed of banking services, matching services received with advertising messages, variety of services received, and providing better electronic banking services were more effective in preference and choosing Day Bank.

Keywords

20.1001.1.2322522.1400.9.0.7.7

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Public Organizations Management

Evaeluating the Effectiveness of Bank Advertising and Identifying the Factors Affecting Client Preference

References

References

Volume 9, Issue 3 - Serial Number 35
July 2021
Pages 113-126

Evaeluating the Effectiveness of Bank Advertising and Identifying the Factors Affecting Client Preference

References

References

Volume 9, Issue 3 - Serial Number 35July 2021Pages 113-126

Volume 9, Issue 3 - Serial Number 35
July 2021
Pages 113-126