تحلیل نقادانه شش دهه مطالعات راجع به کمپین تبلیغاتی

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازاریابی، دانشکده علوم اجتماعی و اقتصاد، دانشگاه الزهرا، تهران، ایران

2 دانشیار،دانشگاه الزهرا تهران

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. 

کلیدواژه‌ها

عنوان مقاله [English]

Content Analysis of Six Decades of Advertising Campaign Studies

نویسندگان [English]

  • zeinab zamani 1
  • Mohammad Ali Babaei Zakliki 2
1 Alzahra University
2 Alzahra University
چکیده [English]

Objective: One of the needs of any field of study is to identify thematic trends in order to identify the theoretical gap in previous studies and clarify the path of future studies. Advertising campaigns, as a complex and structured form of advertising are also a field of study, which is no exception.  Methodology: This study analyzes the content of the articles conducted in the advertising campaign areas and their classification using co-word analysis (using VOSviewer software) and systematic mapping. The data for this study were retrieved from Scopus on December 2017. The term “Advertising campaigns” was used as search topic. This topic search means that the term “Advertising campaigns” is identified in the title of the publications. Quotation marks have been included in the search term. The time span was set from 1950 to December 2017 included.  Findig: The co-word analysis placed advertising campaign studies in three broad categories that they were named as: 1. Studies related to traditional advertising campaigns and mass media. 2. Social marketing advertising campaigns. 3. Online and digital advertising campaigns.  Result: The results of the detailed analysis showed that the studies conducted in this field were diverse and focused on commercial, tourism, social and cultural campaigns, In addition to the three main groups of studies (similar to the results of co-word analysis),ten subcategories were also identified.In addition, most studies focused on first and second category. Finally, studies in each category focused mainly on assessing the effectiveness

کلیدواژه‌ها [English]

  • Advertising
  • Advertising campaign
  • Social marketing
  • content analysis
  • co-word analysis

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  • تاریخ دریافت: 23 آذر 1397
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