Assessing the Effectiveness of Electric Conservation Advertisements in Isfahan Channel Television

Abstract

<p>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.</p

Impact of Media Advertisements on Consumer Behaviour

“…This validates hypothesis H1. This result is in sync with Ranjbarian et al (2011), where the impact of TV advertisements on AIDA was tested. This result is also matched with the findings of Anjum, Irum, and Sultana (2015), Hoque, Ahmed and Fouji (2013), and Sanayei et al (2013).…”

“…Leading models like AIDA (Lewis, 1898), AIDCA (Bedell, 1940;Kitson, 1921) and Lavidge and Steiner (1961) have studied the steps involved in consumers' buying behaviour. Most of the studies have taken AIDA, AIDCA and Steiner model as a dependent variable (Chudzian, 2014;Rajagopal, 2011;Ranjbarian et al, 2011;Ugonna et al, 2017;Vihonen, 2013). Additionally, Ugonna et al (2017) tested the AIDCA model from the modern-day advertising perspective and indicated that the AIDCA model is useful to map the effectiveness of media advertisements on CB.…”

“…Various theories of CB posited that there is a relationship between advertisements and different stages of CB. Ranjbarian, Shaemi, and Jolodar (2011) established that TV advertisements affect attention, INT and desire. Nysveen and Breivik (2005) stated that the effects of radio advertisements are less on changing consumers' attitude and behaviour.…”

Analysis Of Milk Consumption Behavior and Processed Products on IPB Students with AIDA and CRI Methods

“…When the particularity is attached to the consumer, then the consumer will be interested to find more information about the product so that consumer have an understanding. Then, awareness leads to interest; interest leads to the desire to meet the needs until the consumer ultimately determines the choice to act or behaviour (Ranjbarian et al, 2011). These steps are included in the AIDA model which is one of the popular response models for marketing that serves as a guide to implementing marketing activities (Budiawan et al, 2017).…”

On subjective well‐being and excess strategy to cope with financial‐scarcity problem

“…This constraint arises when consumers' attention is affected by other agents' fame (Castronova, 2023) or by facing commercial advertisements. It was shown that advertisements affect consumers' desires (e.g., Ranjbarian et al, 2011; Sama, 2019), which may reduce people's SWB.…”