Examining the effectiveness of the advertisements of Maskan Bank of Hormozgan by use of AIDA model

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1 Examining th ffctivnss of th advrtismnts of Maskan Bank of Hormozgan by us of AIDA modl Mohammad Mahmoudi Mimanad 1, Elham Ahmadi 1 Associatd profssor of Dpartmnt of Businss Administration & MBA, Payam Noor Univrsity, PO drmahoudim@pnu.ac.ir Box Thran, Iran. MA in Businss managmnt- Azad Islamic univrsity of Ghshm Abstract Today, on on hand, organizations try to, by prsntncing thir goods and srvics and distinguishing thir diffrncs with othr similar srvics, by us of various advrtising mdia, transfr thir ffctiv mssags for convincing customrs to buying, and on th othr hand, popl ar surroundd by various mdia in all tims and placs. This is whil, what is important in advrtising is its ffctivnss. In this papr w tris to valuat th ffctivnss of Maskan bank s advrtismnts in absorbing customrs at th lvl of Hormozgan provinc basd on AIDA modl phass. For this, basd on Kokran formula, w slctd a sampl of 34 customrs of Maskan Bank in th provinc and gav thm th invntoris. For tsting th hypothss, w usd singl-sampl t-tst. Rsults showd that advrtismnts of Maskan Bank at Hormozgan wr ffctiv in absorbing customrs and inducing intrst in thm. Kywords: advrtismnts (ads), ffctivnss, AIDA modl, Maskan Bank (MB), Hormozgan provinc. INTRODUCTION Organizations today ar th most important and ffctiv bass of human socity. Th importanc of thir rol is so much that thy can chang th srvics, products, styls, cultur, and blifs of a socity. Hr, th main challng of organizations is survival and obtaining durabl rsults. Incrasing volutions, nw tchnologis, and many othr rasons hav ld that organizations sk comptnc for thir survival and maintaining of xistnc. On th othr hand, rgarding th svr comptition, thy hav sought ads mor than past. Also rgarding th rlativnss of th majority of trading activitis of familis and organizations with banks through various accounts, loans and othr srvics, banks can bnfit in a good way from ads in communicating with thir customrs, introducing thir srvics, affcting thm and finally absorbing thm. Advrtismnt in businss today has bcom an invitabl part in conomic units. In a way, that succss to a grat xtnt dpnds on th succss of activitis rlatd to information giving, markting, advrtising and so on. (hakimian, ). Advrtising mans planning and th concpt of planning, maning which contnt to b introducd at what tim and in what way to gain th most rsults. This is th main communicativ tool for popl who want to sll a srvic or product (sktra, 1). Rsults show no marktr can succd without ads, thus dspit th high costs of it, it is oftn rgardd as an invstmnt. (farhangi t al, 9). Sinc many ads bcaus of th wrong way caus th failur of th advrtising company, valuating th ffctivnss of it is on of th main issus. This mans th ad that w spnt a lot of mony for, to what xtnt has rachd us to our goals. An ffctiv ad is on that can attract customrs and stimulat thm and awakn thir snsory rcptions. (pokarimi, ). Thr ar many studis don in this rgard, som lik Adoljo a t al bliv that th ffct of ads in companis including volum of sals and public imag has improvd, and dspit its high importanc and ffcts on sals, valuation and prioritization is not asy. Som bliv bcaus of complxity of thm, valuation of thir ffctivnss dpnds on customrs. (tlis, 4). Also, som bliv th masurmnt and priority of ads dpnds on typs of thm and th imprssion of customrs from ads and ths two hav dirct impact on on anothr. (wls t al, 1997). 61

2 GMP Rviw, 15; V18(5) Unfortunatly at currnt conditions aftr doing advrtising, littl valuation is don. Sinc fdback and knowing th bst ways is ncssary hr, in this papr w sk to dtct th xtnt of ffctivnss of advrtismnts of MB of Hormozgan basd on AIDA modl and mthods of advrtising by us of this modl, in attracting customrs, thir intrst and convincing thm. (brts, 1). Basd on this, hr w sk to answr what ar th main factors affcting th ads of MB of hormozgan by us of AIDA modl? -litratur rviw In th last cntury, modls wr prsntd for ffctivnss of ads that wr known as hirarchical ffctiv modl. Th on mostly usd is AIDA. This was prsntd in 19 by Elmolvis. Latr othr modls wr mntiond by othr thorists that wr rlatd. Howvr aftr on cntury, this modl still has many fans. (brry and howard, 14). Basd on this modl, th biggst mission of ads is inducing awarnss in audincs. Popl should know who thy ar, what thy produc and what distinguishs thm. (plsnt, 14). Dspit a gnral law basd on ffctivnss of ffctiv stratgis on customr s bhavior, still studis ar limitd in ads and thir ffcts. (lvano, 14). Ad mans two things: political ads and commrcial ads. Political ads man activitis of political partis or govrnmnts for forming public opinions on what thy want. Howvr, in commrcial ads, th goal is to boost trading activitis and slling a product and a markt for that product inducd in th minds of popl. (blorian, 3). Th dsigns of ads ar mad by xprts and considring psychological mattrs. Slcting a right tool for prforming thm nds xprinc and xprtis. Sinc inconsistncy of dsign and tool bothrs vryon. (mahmody, 3). Katlr dfins ads as offring of goods or srvics of a unit that rquir paymnt of mony. But on is usful that can attract attntions and stimulat th customrs and awakn thm. (shariat t al, 7). Th ffctivnss of ads is on of th main concpts that hlps th undrstanding of customrs and goals that ar rgardd for thm. To mak a god imprssion in thir mind. Also it shows th budgt spnt has bn hlpful to what xtnt. It is on of th main approachs of th company for risk managmnt by raising th lvl of awarnss of products. At mid-199 intrnt as a nw tool providd all tchnologis. For affcting blifs and dmands, th intrnt and markting can b dirctd for th incras of th ffctivnss of customrs communication. (Watson t al, ). On of th qualitis of th currnt cntury is th surprising growth of communication tchnology and its us in incrasing spd and quality in offring srvics, bsids that srvics compris % of all th global trads and during 15 yars ago, lik goods trading, it has had th 8.5% growth. (UnCTAD, 1, 154). This advanc affctd banking as wll and mad changs into that industry. Th spd of growth of information industry mad hug changs in mony and systms of transfrnc of sourcs in banking and many nw concpts undr titl of lctronic banking mrgd. (hasan zad t al, 3). All ths organizations sk to attract customrs and thir satisfaction. This is spcial for banks that ar in prmannt rlation with customrs and also comptition btwn banks and othr financial instituts for attracting mony sourcs in incrasing, so crating comptitor advantag for banks is crucial. Th nw bank srvics that hav a clos rlation with information tchnology ar important factors in crating such advantag for banks and absorption of mor customrs and thir satisfaction. (mohamadi, ). In th domain of ffctivnss modls of trading masurs, thr ar various modls that IADA is th most important on. This was mntiond in 1898 by Elmo Lwis. This modl for planning ads suggsts a 4-purpos mthod that includs forming attntion, intrst, stimulation and divrting toward buying. (barf, 1). Attracting attntion: this is th first duty of ads. If an ad cannot fulfill this task, as much as popl s it or har it, it s uslss (mohamadian, 3). Thr ar many ways for attracting attntion. Writing big titls, controvrsial topics, picturs of good looking popl, lik childrn, particular graphics lik anything attractiv and diffrnt ar ways for making attractiv our advrtising mssags. (mohamadian, 1997). In cas of not attracting th attntion of customr at th first confrontation, th ad might nvr b abl to draw th attntion at othr occasions. (amaldos, 1). Inducing intrst: this is mor difficult compard with attracting popl s attntion. (mohamadian, 1997). In this cas, th rhythm and languag of th ad should b consistnt with that of th notions and xprincs of th customrs. In addition, th dsign and languag should b th sam as th customr s and accptd by thm. Th imags and contnts should b arrangd in a way that th y of th viwr follow thm 6

3 GMP Rviw, 15; V18(5) slowly throughout th ad and mak intrst in th viwr. (sadi, 1997). Stimulating tndncy: on of th hardst tasks of ads is stimulating popl for having or using th rlatd good. Th advrtisr should communicat with th viwr, for doing this right h should know how h targt customrs think. Thn th ad should convinc thm that it can fulfill thir nds. For stimulating customrs toward a product thr ar many ways that dpnding on th product and customrs, ts stimuli should b dtctd and plannd. (blg, 1998). Divrting toward buying: this is th last task of ads and is not an asy on. Rsarchs show that potntial customrs bsids knowing that th product has what rol in thir daily livs, but also th rprsntativs of th company should prsnt th goods prsonally and xplain thm so that th customr could s th good and its function from nar. (mohamadian, 1997). Hr mr buying is not th goal but focus is on positiv ffct on buying sinc somtims an ad causs a positiv dcision on buying but th customr is in a situation that can t buy, but will do whn h or sh can afford ot. (liss t al, 1994). By us of modls lik AIDA for valuation of ads th costs in this rgard which ar noticabl, will b allocatd in a mor prcis way. Ghanizad (5) concludd that TV as a comprhnsiv mdia with attractiv moving picturs has th most ffct in absorbing customrs; othrs includ radio, postrs and bannrs rspctivly. Amiri (5) by us of AIDA modl xamind th ffctivnss of TV ads for attracting saving account customrs of Tjarat bank. Rsults showd thy had significant ffct on awarnss and masurmnt of customrs, but no ffct was sn on xtnt of undrstanding or convincing of th viwrs. Th ovrall rsult showd that TV ads don t hav significant ffct on attracting saving account customrs. Asadi (1) also rachd to th conclusion that ads of Rfah Kargaran bank wr ffctiv in inducing attntion, intrst and tndncy in popl but rgarding th ffcts of sals (absorption of customrs) wrn t much succssful. Salami (9) found that thr is a dirct rlation btwn stats of activity, ducation, gndr of rspondnts rgarding opning saving accounts. Thr is a significant rlation btwn th xtnt of watching TV ads of Rfah bank and attntion of popl and thir intrst to opning accounts, but this rlation wasn t noticd btwn tndncy of popl to ads of saving accounts with th xtnt of watching th ads of Rafah bank. Th mor watching of Rfah bank s ads incrass, th mor might popl s opning of saving accounts incras and thus th ads had a positiv ffct. Kondo (8) xamind th impact of costs and valu of company in 17 Indian companis. Rsults howd that rlation btwn ad costs and profitability is positiv, but th intnsity of it is at th low lvl of stimation. It was diagnosd that th impact of ads costs in banking srvics profitability is at a highr lvl compard with othr industris. Farzy, Howbard and Ptrson (8) rasond that th amount of invstmnt in banks that hav financial limits will dcras. This will caus th managrs to think of compnsation ways, such as rducing rat of accounts and costs of advrtismnts. Basd on minimum patron thory, minority banks spnd fwr costs on ads. Rsarchrs argu that sinc ths banks hav crtain stabl customrs, thy don t nd spnding much highr costs for ads. Th hypothsis of dcrasing costs shows that ads costs dcras with growth of banks. Also findings show that th volum of nwly stablishd banks ar highr than oldr banks ads. Basd on Komanor-Wilson hypothsis (3-8), ads ar followd by profit. Gru (4) in a study that was don for masuring banking srvics, th growth of communicativ tchnologis was found th main chang and volution of banks in Malaysia. Th rsult of this chang was th vast us of nw banking srvics lik ATM, Tlphon-bank and hom-banking. Ths wr don for customrs satisfaction. Among ths, th most uss wr from ATM and th last from tlphon-bank. Basd on studis, intrnt banking has not yt mrgd in Malaysia, but it sms govrnmnt is trying to stablish it. In anothr study don by th national institut of communications of Franc with Zilina univrsity of Slovakia, th rol of ffctiv factors on absorption of banking customrs was xamind. Basd on this group, in this procss, undrstanding th customrs bhavior and thir dsird factors is an important factor in boosting th quality of srvics. For this purpos, rsarchs hav rgardd som points ffctiv: tim of rsponding, rang of srvics, communication with customr, accss of financial data at hand, as of us, scurity, dsigning of a right graphic stting ar ffctiv factors in attracting lctronic customrs. (sahut, 3). 3-mthodology Th goal of this study is applid. It is a try to answr a complxity and problm in th ral 63

4 GMP Rviw, 15; V18(5) world (khaki, 9). Sinc in this papr w dscrib and study what xists, it is a dscriptiv study in a survy way. Dscriptiv study dscribs what xists, and pays attntion to th currnt rlations, conditions, blifs and trnds and vidnt ffcts. Its attntion is firstly to th prsnt momnt, though it mostly rgards th past vnts and ffcts that rlat to th xisting conditions as wll. (jonbst, 199). 3-1-data collction mthods In this study, w usd a qustionnair mad by rsarchr for gathring th data. Bfor distribution, for obviating th possibl rrors, th invntoris wr distributd among 15 mmbrs of th socity and thir viws wr xrtd in th final vrsion. Thus, it can b said th qustionnair has a sufficint formal validity or is rliabl. For rliability, w usd cronbach alpha. Th cronbach alpha for this study was masurd by SPSS 17 softwar. For this purpos, a primary sampl including 15 pr-tsts wr providd and thn by th obtaind data and us of th softwar, th rliability was masurd for ach of th variabls with cronbach alpha mthod and was masurd in an ovrall way. Th xtnt of this cofficint for ach variabl and ovrall, is shown in th following tabl: Tot al 88 /1 Masur mnt /973 Indu cing tnd ncy /917 Indu cing intr st /97 Attrac ting attnti on /987 varia bl Cron bach alpha 3--statistical socity This includd th activ customrs of th branchs of MB in Hormozgan provinc. Th numbr of ths popl according to survys was about 6 prsons. 3-3-sampl For sampling w usd simpl randomizd trial basd on Kokran formula 34 popl wr slctd. NZ (1 ) ( p p ) n ( N 1) Z p(1 p) ( ) 6 (1.96).5 (1.5) (.5) (6 1) (1.96).5 (1.5) rsarch hypothss Main hypothsis Th ads of MB, basd on AIDA modl hav bn ffctiv in Hormozgan provinc Subsidiary hypothss 1-th MB ads basd on AIDA modl hav bn ffctiv in attracting attntion of customrs in Hormozgan provinc. - th MB ads basd on AIDA modl hav bn ffctiv inducing intrst in customrs in Hormozgan provinc /9 3- th MB ads basd on AIDA modl hav bn ffctiv in inducing tndncy of customrs in Hormozgan provinc 4- th MB ads basd on AIDA modl hav bn ffctiv in masurs of customrs in Hormozgan provinc 4-mthod of analysis of th data In this study for dscription of th data, w usd dscriptiv statistics, and for analysis and tsting hypothss, usd t-tst and fridman tst. Th blow tabl shows a summary of th dmographic faturs of th sampl in th fram of dscriptiv statistics / 4 - Ag of customrs 81/ 9-8/ Abov 5 yars /4 9 Diploma Lvl of ducation 64

5 GMP Rviw, 15; V18(5) /9 4 Associat dgr 9/8 1 BA 1/88 85 MA 8/ PhD 8/4 4/5 4 saving account currnt saving account Typ of account 8/ short trm saving account /1 89 long trm saving account T-tst for hypothss: First subsidiary hypothsis: th MB ads basd on AIDA modl hav bn ffctiv in attracting attntion of customrs in Hormozgan provinc. This hypothsis in a statistical way can b shown as blow: H:th xtnt of ffcts of MB ads basd on AIDA modl in attracting attntion of customrs ar highr or qual to avrag. H1: th xtnt of ffcts of MB ads basd on AIDA modl in attracting attntion of customrs ar not highr or qual to avrag. P_Val u 8/ Sd /718 Ma n 3/88 Numbr of rspondn ts 38 variabl Attractio n of customr s attntion Rsults show that at 95% lvl, sinc th p-valu is 1/ and is highr than /5, th null hypothsis basd on th ffctivnss of th ads on attracting attntion, is accptd, and H1 or th lack of ffctivnss of ads basd on AIDA modl on attraction of attntions, is rjctd. th subsidiary hypothsis: : th MB ads basd on AIDA modl hav bn ffctiv in inducing intrst of customrs in Hormozgan provinc H: th xtnt of ffcts of MB ads basd on AIDA modl in inducing intrst of customrs ar highr or qual to avrag. H1: th xtnt of ffcts of MB ads basd on AIDA modl in inducing intrst of customrs ar not highr or qual to avrag. Rsults show that at 95% lvl, sinc p-valu is 1/ and is highr than /5, th null hypothsis basd on ffctivnss of ads on inducing intrst of customrs is accptd, and th H1 basd on lack of ffctivnss of ads in inducing intrst of customrs, is rjctd. P_Valu 1/ Sd /89 Ma n 3/9 Numbr of rspondnt s 38 Variabl Inducin g intrst 3th subsidiary hypothsis: th MB ads basd on AIDA modl hav bn ffctiv in inducing tndncy of customrs in Hormozgan provinc. This can b rframd statistically as blow: H: : th xtnt of ffcts of MB ads basd on AIDA modl in inducing tndncy of customrs ar highr or qual to avrag. H1: : th xtnt of ffcts of MB ads basd on AIDA modl in inducing tndncy of customrs ar not highr or qual to avrag. P_Val u 1/ Sd /887 Man / Numbr of rspondn ts 38 Variabl Inducin g tndnc y Rsults show that at 95% lvl, sinc p-valu is 1/ and highr than /5 th null hypothsis basd on ffctivnss of ads on inducing intrst of customrs is accptd, and th H1 basd on lack of ffctivnss of ads in inducing intrst of customrs, is rjctd. 4 th subsidiary hypothsis: th MB ads basd on AIDA modl hav bn ffctiv in masurs of customrs in Hormozgan provinc. This can b rframd statistically as blow: 6

6 GMP Rviw, 15; V18(5) H: th xtnt of ffcts of MB ads basd on AIDA modl in masurs of customrs ar highr or qual to avrag. H1: th xtnt of ffcts of MB ads basd on AIDA modl in masurs of customrs ar not highr or qual to avrag. P_Valu 1/ Sd /88 Ma n 3/1 Numbr of rspondnt s 38 Variabl masur Rsults show that at 95% lvl, sinc p-valu is 1/ and highr than /5 th null hypothsis basd on ffctivnss of ads on inducing intrst of customrs is accptd, and th H1 basd on lack of ffctivnss of ads in inducing intrst of customrs, is rjctd. 5-discussion and conclusion Effctivnss of ads is on of th main issus in domain of ads. In othr words dtrmining that th ad that w hav spnt mony for, can rach us to our goals to what xtnt. Studying th advrtising mottos of powrful and wak companis lads us to th fact that that th numbr of unsuccssful ads ar mor than succssful ons. Most ads hav modrat ffcts. But what ffct has this had on dcras of ads. Advrtisrs hav always known ads as an ffctiv stratgy without knowing what ffctivnss could do. Rsults of this study show that ads of MB in Hormozgan wr ffctiv basd on AIDA modl and wr ffctiv on attracting attntion, inducing intrst, and tndncy of customrs. Dscriptiv data also showd hat small numbr of popl viwd th intrnt ads of th bank. Basd on th incrasing growth of intrnt usrs, a good opportunity xists for advrtising goods on th virtual nvironmnt and spcially in th domain of banking. In addition, many banks in Iran pay littl attntion to this important fact. Rgarding th incrasing advancs of scinc and tchnology that hav th most ffcts on intrnt, managrs of banking systms in Iran should also pay attntion to this important fact in thir major policis and plans and markting stratgis. At th momnt, ach of th banks that pays th most attntion to this issu and mak th rquird invstmnts in it will dfinitly b a pionr and can induc a diffrnt brand in th minds of customrs and in th comptition cycls of th currnt banking systm will b a fw stps forward from th othr comptitors. Sinc intrnt is a global ara and is on of th domains that has no boundaris. Comparativ study of th ffctivnss of advrtisings of th mdia indicats that rgarding customrs, TV has bn th most ffctiv mdium in attracting customrs. Rfrncs 1. alvani, sydmahdi, danai fard, azar, adl, 4, mthodology of quantitativ rsarch in managmnt, comprhnsiv approach, safar pubs. alhiyari fard, mahmod, (13), lctronic banking srvics and its oprational nds comparing oprational costs, various banking srvics, Thran, cntral bank rsarch cntr of crdit and mony, 1th d. 3. rsarch burau of Spah bank, (3), conomis of lctronic banking compard with traditional banking 4. jamili brothrs, bita, (11), valuation of ffctivnss of Parsian bank ads and dtction of main factors in boosting th ffctivnss of thm at th lvl of Thran, scintific-rsarch journal of modrn markting rsarchs, 1th yar, no., 5. porkarimi, ali, 1, ads and allocation of funds, world of managmnt journal, 1th yar, no, 3, p51 6. tavasoli, shakib, mahmod, (), xamining th ffcts of lctronic xchang of data on incras of ffctivnss and facilitation of intrnational dds in Iran, MA thsis, Mashahd Frdosi Univrsity, conomy and assts univrsity 7. tahamtan, said, (9), MA of social scincs communications 8. 8-haghparast, mohamadrza, (), xamination of right promotion for rsarch companis of markting rlativ with us of AHP mthod, MA thsis, Tarbiat modars univrsity, 9. hakimian, mohamad, (), ffctivnss of mdia ads, businss managmnt journal, no hafznia, mohamadrza, an introduction to mthodology in human scincs, samt,, 9th d 11. hasanzadh, ali, sadghi, toraj, (), xamining th ffcts of lctronic banking on growth of banking systm, conomy journal, no, 6&7 1. hasanzadh, ali, porfard, forogh, (), lctronic banking, quartrly of nws in conomy, no.1 6

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8 GMP Rviw, 15; V18(5) asn. 39. Amaldos, Wilfrd and H, Chuan, (1), Informativ Advrtising, Journal of Markting Rsarch, Chicago, Vol. 47, Iss. 1, pg Amir Ahmad-Javid, Poya Hosinpour, (1), on a cooprativ advrtising modl for a supply chain with on manufacturr and on rtailr, v 19, Alachandhr, Krishnan Guru; Santha, vaithilingam and othr (4); Elctronic Banking in Malaysia: ANot on Evalution on Evaloution of srvics and consumr Ractions html. 4. Awamlh, Rad; Evants, john; Mahat, Ashraf (4); Intrnt Banking in Emrgncy Markt (th cas of jordon- ANot; 43. Anonymous, (1), Markting print advrtising, Markting Wkly Nws, Atlanta, pg Barry,T.E,& Howard,D.J.(14).A rviw and critiqu of hirarchy of ffcts in advrtising,intrnational journal of advrtising,9(), Blch, Gorg and Blch, Michal, (1998), Advrtising and Promotion, Homwood, Nw York, Fourth Edition, pg Birch, Ray, (1), Growth Stratgis, Crdit Union Journal, Nw York, Vol. 14, Iss. 3, pg Birch, Ray, (1), Growth Stratgis, Crdit Union Journal, Nw York, Vol. 14,Iss. 3, pg Blch, Gorg and Blch, Michal, (1998), Advrtising and Promotion,Homwood, Nw York, Fourth Edition, pg Johnson, Mlissa, (1), Communication Rsarch, CommunicationThory, Oxford Vol., Iss. 1, pg McDonough, John, (3), Encyclopdia of Advrtising, Fitzory Darborn Animprint of th Taylor and Francis Group, Nw York, First Edition, pg Vls maykl (1997) advrtising, Markting Wkly Nws Nw York, Fourth Edition, pg Liss, Juli and Lvin, Gary, (1994), Advrtising, Advrtising Ag, Chicago,Vol. 65, Iss. 17, pg Myria loannou, Nikolas Boukas, Evi Skoufari (14), xamining th rol of advrtising on bhavior of co-oprativ bank consumrs,, Plasant,j.(9).Effctiv Advrtising Stratgirs For African Amrican Law Firm,Th Journal of Ethnic Markting,1(1) Plasant,j.(9).Effctiv Advrtising Stratgirs For African Amrican Law Firm,Th Journal of Ethnic Markting,1(1) Sahut, Jan-Michl; Kucrova, Zuzana (3); Enhanc Banking Srvic Quality with Quality Function Dploymnt Approwch; 57. Tom Watson (13), Advrtising valu quivalnc PR's orphan mtric, v 39,