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تحلیل نقادانه شش دهه مطالعات راجع به کمپین تبلیغاتی

چکیده

کمپین­های تبلیغاتی به عنوان شکلی پیچیده‌ و ساختاریافته‌ از اقدام­های تبلیغاتی نقش مهمی در دستیابی به اهداف تبلیغات دارند. این مطالعه به تحلیل محتوای مقالات انجام شده در حوزه­ی کمپین تبلیغاتی و طبقه­بندی آن‌ها، از طریق تحلیل هم واژگانی (با استفاده از نرم افزار VOSviewer) و مطالعه هر یک از مقالات می‌پردازد. برای این منظور با جستجوی مقالات با عنوانی شامل کلیدواژه "کمپین تبلیغاتی" در بانک اطلاعاتی Scopus در دی ماه 1396 داده­های لازم که جمعاً 159 مقاله از سال 1950 تا 2017 بود، استخراج گردید. تحلیل هم واژگانی، مطالعات را بر مبنای فراوانی تکرار واژگان کلیدی در سه دسته کلی قرار داد که آنها در قالب 1- مطالعات مربوط به کمپین‌های تبلیغاتی سنتی و رسانه‌های جمعی 2- کمپین‌های تبلیغاتی بازاریابی اجتماعی 3- کمپین‌های تبلیغاتی اینترنتی و دیجیتالی نام‌گذاری شدند. نتایج تحلیل جزئی­تر نشان داد، مطالعات انجام شده در این زمینه متنوع بوده و به کمپین­­­های تجاری، گردشگری، اجتماعی و فرهنگی پرداخته­اند و علاوه بر سه دسته اصلی مطالعات(مشابه نتایج تحلیل هم واژگانی)، یازده دسته فرعی دیگر نیز شناسایی شد. . افزون بر این مطالعات قرارگرفته در هر دسته عمدتاً بر ارزیابی اثربخشی کمپین تبلیغاتی متمرکز بوده­ و کمتر به دیگر مراحل اجرای کمپین تبلیغاتی از جمله شناسایی مخاطبان هدف، برنامه­ریزی رسانه، تعیین بودجه تبلیغاتی، طراحی محتوا و استراتژی پیام متناسب با رسانه و اهداف کمپین تبلیغاتی پرداخته‌اند.

 

واژگان کلیدی
تبلیغات، کمپین تبلیغاتی، بازاریابی اجتماعی، تحلیل محتوا، تحلیل هم‌واژگانی.

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