Nowadays consumers are bombarded with different ads and the sheer abundance of advertisements causes marketers to be increasingly concerned with advertising effectiveness. Consequently, marketers and advertising companies exploring advertising effectiveness are always looking for more effective and newer communication media and evaluation methods of advertising effectiveness that technological development could provide. This study aims to incorporate AIDA model as hierarchy effect models for measuring the effectiveness of the TV advertisements for electric conservation in Isfahan city. Specifically this study aimed to evaluate the effects of TV advertisement on audience's attention, interest, desire for action and eventually changes made in conservation behavior of audience. The study revealed that the electric conservation TV advertisements were effective. In fact, TV advertisement was successful in taking attention of audience, creating interest and desire for action, and eventually was effective in behavioral change.

Nowadays, new technologies have changed the way of serving customers in many service organizations including banking industry. The importance of websites and their exclusive characteristics in presenting various kinds of services to the bank customers has increased. This paper presents a compound model to investigate the effect of traditional and online elements on customers' trust in electronic banking and word of mouth advertisement. For this purpose, a standard questionnaire based on Likert segmentation has been used and 384 customers of Shiraz Mellat bank branches have been tested, randomly. Using structural equation modeling, the study shows that both traditional characteristics of bank and website characteristics rather have positive effects on customers' trust in electronic banking, which increase word of mouth advertising, positively.