یکی از مسایل بسیار مهم در قلمرو تبلیغات، ارزیابی اثربخشی تبلیغات است. بهعبارت دیگر، مشخّص کردن این که تبلیغی که ما بودجهی فراوانی برای آن صرف کردهایم تا چه اندازه ما را به هدفهایی که تعیین کردهایم، رسانده است. در یک نگاه جدید، تبلیغات تجاری میتواند توجه و رغبت خریداران محصولات گردشگری را به محصولات مورد آگهی جلب نماید. این تحقیق بر آن است تا با استفاده از یک تحقیق علّی از نوع تجربی به بررسی تأثیر پیامهای تبلیغاتی حاوی آموزههای اسلامی بر قصد خرید خریداران بالقوهی محصولات گردشگری بپردازد. آموزههای اسلامی بهکار رفته در پیامهای تبلیغاتی شامل دو کلام وحی دربارهی تأثیر قلبی و کرامت انسانی است. نمونهی آماری تحقیق شامل 237 نفر از مدیران شرکتها و واحدهای گردشگری استان مازندران با استفاده از نمونهبرداری تصادفی ساده تعیین گردید. بر اساس نتایج بهدستآمده از مدل معادلهی ساختاری تحقیق، اثربخشی تبلیغات حاوی آموزههای اسلامی بیشتر از تبلیغات معمولی بوده است و نیز رابطهی معنیداری بین برخی از متغیّرهای اثربخشی پیامهای تبلیغاتی در آگهی تبلیغاتی حاوی آموزههای اسلامی وجود دارد که حاکی از قدرت بالای تأثیر آموزههای اسلامی بر قصد خرید از طریق متغیرهای میانجی احساسات مثبت و نگرش نسبت به آگهی است.
Examining the effectivess model of commercial ad containing Islamic on buying tourism products
One of the most important issues in the realm of advertising is the evaluation of ad effectiveness. On the other words, to what extent the ad in which some budget is allocated to it, can attain to our determined goals. In a new glance, commercial ad can attract the tourists' attention and interest to the advertised products. This study is to use an experiment to examine the effect of ad containing Islamic teachings on tourists' purchase intention. Islamic teachings used in in this study are two Quranic revelations about human dignity and avoiding lavishment. A Sample of 208 toursits visiting Mazandaran province is used.
The objective of all advertising campaigns is to maximize the number of people who see an ad (rate of accessibility) or to create an optimized condition of ad presentation by repeating it (frequency of visit). Thus rate of accessibility to audience or repeating ads are the means of attracting audiences’ more attention to ads. But more accessibility to audience and more repeating of ad always lead to the increase of firms’ ad costs. recall of brands and purchase intention and reversely the repeating anad can be reduced.
Matherials and Methods
This research is an experimental study, with data gathered via questionnaireand the kind of this experimental project is pre-test and post-test with one group. The number of sample is determined around 384 through Cochran formula with an error percent of 5 and preliminary sample variance of 0.49 and with the population of about 24000 peoples.So one experimental group including 384 people is used in pre-test and post-test. The population is all students and employees of three universities (Azad university of Babol, Payam-e-nour university ofBabol and Azad university of Amol) and a convenient sampling is used (e.g. ; ; ).
In pre-test, and poster including a firm’s brand and a series of food products of the firm and some symbols of quality standard and a picture of nature and mountain in the context of poster is presented to the audiences and in post-test, all above mentioned information in addition to two Islamic phrase in the form of two Quranic verses (about human dignity and getting away of lavishment) areshown.
Discussion and Results
The covariance matrix of the main variables in post-test is displayed in table no.3. it is necessary to notice that mental imagery and poisitive emotions are exogenous variables and the other variables are endogenous variables. According the data of covariance matrix of ad effectiveness variables in post-test, structrul equation modeling (SEM) of ad effectiveness based on Islamic beliefs is Lisrel outputand diagram is shown in table no.3.
As the results of theexperiment show, Ad poster including Islamic cues have significantly positive effects on the variables especially exogenous variables meaning mental imagery and positive emotions which themselves affect on the other variables. In addition, the results show that there are acceptably significant loading factors in the relationships between the variables in post-test. Report fromLisreldiagramin standardized solution (as the attached) shows that the effect quotient of path in positive emotion to attitude to ad is of high (more than 0.5) but the effect quotient of path inmental imagery to attitude to ad is more less. This means that Islamic cues used in the post-test had more power in arousing the respondents’ positive emotions positively.
Also the results indicate the significant differences between the level ad effectiveness in two tests. Table no.6 shows that means of variables in post-test are more than the ones in pre-test which explains that ad effectiveness in ad message including Islamic cues has influenced on respondents more than the usual ad message. However, this result might be stronger in respondents with high attitude to religious beliefs than the others with low attitude to religious beliefs which can be suggested as a research subject for future research. Nevertheless, attitude to ad in Islamic ad message had a strong influence on attitude to brand (appendix no.3). However, these findings is in agreement with the result of the other,especially in relationships between attitude to ad and attitude to brand (e.g.;.; ; ; ; ). As a matter of fact, consumers might have a positively emotional response after watching an ad which can be transferred to attitude to ad and then attitude to brand. This often takes place unawares.
This researchmaybearather rare study in its kind in the world which pay empirical attention to the effects of Islamic cues in ad message on the potential consumers’ psychological variables in an Islamic context. However, this research can imply that religious cues in any religion according to geographical situation over which a special religion is dominated, can arouse the consumers’ positive emotions positively which in turn lead to create positive attitude to ad and attitude to brand. Of course, presentation of an ad message in one time cannot strongly persuade consumers to make purchase intention unless adequate repeat of ad should be done. In the whole, there are many capacities in ad messages based on religious and divine cues for future researches.
کلیدواژه ها [English]
effectiveness of ad message, Islamic teachings, mental image, attitude to ad, tourism products