مقایسه رویکردهای ارتباطی و مشاهده ای در سنجش اثربخشی تبلیغات

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشجو دکتری دانشگاه تهران

2 استادیار دانشگاه تهران - دانشکده مدیریت

3 دکتری روانشناسی شناختی UCL امریکا، استادیار پژوهشکده علوم شناختی و مغز دانشگاه شهید بهشتی

4 دکتری مدیریت دانشگاه تربیت مدرس، استاد و هیئت علمی گروه آموزشی مدیریت بازرگانی، ریاست دانشکده مدیریت،

چکیده

با توجه به اهمیت و بودجه کلان تبلیغات در دنیا، سنجش اثربخشی آن از اساسی ترین موضوعات بازاریابی بوده که می‌تواند از راه‌های متفاوتی مورد ارزیابی قرار گیرد. همچنین منبع انسانی پیام در تبلیغات به عنوان رایج ترین ابزار ارتباطی کارا، بخش مهمی از هزینه های تبلیغات را به خود تخصیص داده و استفاده از آن همچنان در حال توسعه است. ما در این پژوهش بر آنیم تا با استفاده از رویکردهای ارتباطی و مشاهده ای، ابزارهای پرسشنامه و ردیاب چشمی،به منظور بهره مندی از مزایای هر دو رویکرد، بصورت آزمایشی، تاثیر استفاده از چهره انسانی را بر اثربخشی تبلیغات بسنجیم. پژوهش در بازه زمانی شش ماهه در مکان آزمایشگاه ردیاب چشمی پژوهشکده علوم شناختی دانشگاه شهید بهشتیانجام گردید. نتایج نشان می دهد استفاده یا عدم استفاده از چهره انسانی، بر توجه بصری مخاطبان به ویژگی های تصویری و متنی تبلیغ تاثیرگذار است، به نحوی که چهره انسانی منجر به جلب توجه بیشتر مخاطب به تبلیغ و خصوصا بخش تصویری تبلیغ می‌گردد. در نهایت تاثیر گذاری استفاده یا عدم استفاده از چهره بر اثربخشی تبلیغات در تعداد محدود آزمودنی با استفاده از ابزار مشاهده‌ای ردیاب‌چشمی قابل بررسی بوده و ابزار ارتباطی پرسشنامه تفاوت معناداری را گزارش نمی‌نماید.

عنوان مقاله [English]

Applying Communicational & Observational Approaches in Evaluation of Advertisements

نویسندگان [English]

  • sepideh nasiri 1
  • Masoud Keymasi 2
  • Negar Sammaknejad 3
  • Tahmours Hasangholi 4
1 phd student of marketing, Tehran University, Alborz campus,
2 Ph.D., Strategic Management, University of Tehran, Assistant professor of Management, Faculty member of Department of MBA‏, Tehran University
3 PhD Neuroscience UCL University, Assistant Professor of Cognitive Sciences, Institute for Cognitive and Brain Sciences (ICBS), Shahid Beheshti University
4 Ph.D. Management Tarbiat Modarres University, Professor of Management, Faculty member of Department of Business, management, Dean of Faculty of Management of Tehran University

کلیدواژه‌ها [English]

  • Advertisement effectiveness- Visual attention- Eye tracking
  • Communicational approach- Observational approach- Endorser

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سابقه مقاله

  • تاریخ دریافت: 26 شهریور 1396
  • تاریخ بازنگری: 27 دی 1399
  • تاریخ پذیرش: 11 دی 1399

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