نقد پيام هاي بازرگاني رسانه ملي از منظر بازاريابي اسلامي

Review national media commercials from the perspective of Islamic Marketing

در ميان برنامه هاي گوناگوني كه از رسانه ملي پخش مي شود، آگهي هاي بازرگاني بخش زيادي را به خود اختصاص داده است. هدف اين پژوهش، شناسايي و طراحي شاخص هاي بازاريابي اسلامي در حوزه تبليغات و بررسي ميزان تطابق پيام هاي بازرگاني سيما با شاخص هاي بازاريابي اسلامي است. ابتدا شاخص هاي بازاريابي اسلامي با استفاده از منابع اسلامي استخراج و در اختيار خبرگان حوزه مديريت و تجارت اسلامي قرار داده شد و 23 شاخص مورد تاييد قرار گرفت. در ادامه، 323 پيام بازرگاني پخش شده از شبكه هاي 1، 2، 3 و 5 سيما در بازه زماني 15/1/1396 تا 15/3/1396 به عنوان نمونه آماري انتخاب و مبتني بر روش تحليل محتوا با 23 شاخص نهايي مطابقت داده شد. نتيجه حاكي از آن بود كه تنها پنج شاخص به طور كامل در تبليغات رعايت شده اند و در رعايت 18 شاخص ديگر نواقصي وجود دارد. بنابراين در اغلب آگهي هاي پخش شده ضعف در رعايت اصول و شاخص هاي بازاريابي اسلامي مشاهده مي شود.

Nowadays Among the mass media, television has shown a considerable interest and power. The objective of this research is identifying and designing the islamic marketing indicators in advertisement circuit and checking adjustment accommodation of television commercial advertisements with islamic marketing indicator. In this research , the islamic marketing indicators were exploited by using islamic resources and accommodate to expert pool in islamic management and commerce curcuit and 23 indicators were confirmed by them.In the research, among the whole commercial broadcast in channels 1,2,3 and 5, 323 of them were selected as samples from 96/1/15 to 96/3/15. Those selected advertisements were conformed with the 23 final indicators and were criticised by content analysis method.The results represent that amongst the whole indicators only 5 cases of them were perfectly observed in advertisements and other 18 indicators were totally disregarded.Hence the nonconformity of islamic marketing indicators was observable in most advertisements broadcast.