Today advertisement plays an important role in persuading customers to purchase products and services. On the other hand the expenses of advertisement in comparisons of other activities in most companies are very remarkable. Marketing studies showed that traditional advertisement strategies based on massive ads bombarding over a generic audience are not very effective and, in some cases, are at risk of being counterproductive. So, marketers and advertising companies are always looking for more effective and newer communication media and evaluation methods of advertising effectiveness. The present study attempts to examine the effects of Avishan company’s TV advertisement (As a big clothing producer company in Iran) on customers' attention to advertisement, interest for purchasing, desire for purchasing, action of purchasing and eventually customers' satisfaction in Babol city. The results show that the TV advertisement was effective in taking attention of customers, creating interest, desire and action of purchasing. Also, the study revealed that the customers were satisfied from purchasing Avishan’s products.

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.

The effectiveness and productivity of an organization depends on its staff and if they don't be satisfied from their job, continues of living for such organization is impossible. One of the important factors which influence on job satisfaction, is an organizational learning capability (OLC). So, the purpose of this paper is to analyze the relationship between organizational learning capability and its dimensions (experimentation, risk taking, interaction with the external environment, dialogue and participative decision making) with job satisfaction. The results of study show that there is a positive relationship between organizational learning capability with job satisfaction. Furthermore, the results revealed the five dimensions of organizational learning capability (experimentation, risk taking, interaction with the external environment, dialogue and participative decision making) had positive relationship with job satisfaction.

Today, the concept of tax compliance has become a common phenomenon in most countries and attracted the attention of a large number of researchers in order to identify the affecting factors on it. In this regard, the purpose of this research is to exploration the main internal and psychological factors affecting on tax compliance and in return try to present the tax compliance model. The statistical population of this study included 2900 legal persons of Sari tax administration in Iran who shall be liable to Value-Added Tax (VAT). The sampling technique in this study was stratified random sampling and the sample size comprises of 550 legal persons. The findings revealed a significant and positive impact of tax fairness, taxpayers' attitude, trust in authorities and tax morale on tax compliance. Furthermore, the results of the study showed that tax compliance is largely determined by tax morale. Moreover, the results suggest that tax authorities should take more concentration on tax fairness for creating favorable attitude in taxpayers, enhancing trust in authorities and improvement of morale obligation. Keywords: tax compliance, taxpayers’ attitude, tax fairness, tax morale