The purpose of this study is to design and explain the impact pattern of online advertising on actual purchasing (Case Study: Atieh Saba Holding). The study is qualitative based on the objective and data collection process. The population of the study were all marketing and sales experts at Atieh Saba Holding, and among these experts, 10 were selected as the sample. In this study, data were col...

the aim of this study is to examine the effect of advertising and sales promotions on brand equity creation. regarding the research purpose, this study is applied, and in terms of data collection this study is descriptive-causal based on structural equation modeling. the research tool for data collection was a valid questionnaire and the research population included consumers of samsung brand o...

Although there is much practical interest in Web advertising as a component of marketing on the Internet, there is little theory or evidence about how it works in the context of Web content. This paper reports a laboratory experiment that examines the impact of advertising format (less or more intrusive), medium (print or Web) and Web content structure (linear or non-linear) on a broad range of...

the purpose of this study was to investigate the attitudes of managers in private companies towards sport sponsorship as an advertising tool. the method of this study was descriptive and survey and it was practical. the statistical population of research included all chief managers (executive officers, financial officers or sales officers) of private large productive companies in esfahan that w...

  This paper analyzes the results of implementing Value Engineering (VE) into SWOT methodology undertaken in Yazd province of Iran. This is the first time that these techniques have been undertaken for fisheries sector in Iran. The study mainly aims at applying Value Engineering and SWOT techniques to achieve the best out of decision-making, and also of management issues as a whole, through the...

Increasing both survey completion rates and data quality remains an important topic for fields as diverse as sociology, marketing, medicine and history. Thousands of studies have made response quality their central topic of examination, but their focus has largely been to measure response bias through the comparison of earlylate wave responses. In this study, an innovative online field experime...

Advertising appeal plays a significant role in the execution of advertising. In service advertising, they are of more importance because of the peculiar characteristics of services. This study attempts to investigate the impact of emotional and rational appeal on service advertising. This study also studies the impact of typology of service as a moderating variable in the relation of advertisin...

  This paper analyzes the results of implementing Value Engineering (VE) into SWOT methodology undertaken in Yazd province of Iran. This is the first time that these techniques have been undertaken for fisheries sector in Iran. The study mainly aims at applying Value Engineering and SWOT techniques to achieve the best out of decision-making, and also of management issues as a whole, through the...

The goal of the current study is to determine the optimal level of advertising beyond which advertising expenditure will not be justified by revenues. To achieve the goal first different types of media were rated by experts as to the degree of their importance. Then data ware collected by interviewing the managers and reviewing different media resources. The collected data were then analyze...