چکیده:
in this paper, we investigates the effectiveness of TV commercial advertisement on citizens of Tehran. Research population was those who live in Tehran and are television audience, with multi stage sampling method, 400 of the samples were selected. This is a descriptive research a survey . to collect data in this study a 25- item questionnaire was used. Descriptive statistics and inferential statistical tests were used to determine that there is a significant relationship, at 95% level of confidence withOriginal Article:Received 17 Nov. 2013Accepted 22 Dec. 2013Published 30 Dec. 20135percent error, between effectiveness of television commercials, educational level, gender, income, attitudes, technical nature, content of these ads and satisfaction based on time and method ofbroadcasting
خلاصه ماشینی:
Descriptive statistics and inferential statistical tests were used to determine that there is a significant relationship, at 95% level of confidence withOriginal Article:Received 17 Nov. 2013Accepted 22 Dec. 2013Published 30 Dec. 20135percent error, between effectiveness of television commercials, educational level, gender, income, attitudes, technical nature, content of these ads and satisfaction based on time and method ofbroadcasting .
assessment Result of TV commercials is such studies that help goods and services owners to present favorable propaganda packages and also better solidarity of structure and product and servicing methods and provide a smooth way for attracting more audience or costumer for message sender.
(Mir fakhraeiو 2000) Advertising is a form of communication that is done by specified natural or legal person, with introduction procuring attenti on or encourages to the product, service, need or institution of learning, using various means of instrument to group or individual (Homayoun, 2000) "Done Watson" in the book "The role of commercials in modern marketing" presented a definition of advertising that it can be propounded in systematic approach such as: the advertising is organization outcomes in impersonal and payable method via mass media, in order to couscous of or persuasion of the public audience as the organization’s environment.
In this study amount of the effectiveness is measured with Likert scale (low, medium and high) and the amount of questions attention to regarding advertising, ads accommodate the needs and expectations of the audience and confidence in television commercials was measured.