ارزشيابي اثربخشي آگهي هاي بازرگاني مربوط به خدمات بانكي بانك مسكن

Assessment of the Effectiveness of Commercial Assessment of the Effectiveness of Commercial

This paper is a survey on assessment of effectiveness of advertising , regarding bank services (Bank e Maskan). This paper emphasizes on advertising as an important and effective factor on banksʹ customers behavior in selecting and purchasing services , and it tries to recognize and assess the effectiveness of Bank e Maskan. There are many models that help us to assess the effectiveness of advertising . In this thesis , we use AIDA for Advertising Assessment . This model by the use of variables such as Attention , Interest, Desire , Action measures the effectiveness of advertising . After having conducted the necessary analyses by the use of Descriptive Statistics (Mean) and Inferential Statistics (Proportion of Success) indicates that , those advertisements of Bank e Maskan deal with the variable of Attracting the customersʹ attention , is effective ; while , the other variables that is Interest , Desire and Action have not so far played their roles effectively . Meanwhile , the effectiveness of media , indicates that , among the media which is used for advertisement of Bank e Maskan , television is the most effective media .