Identifying and prioritizing different factors influencing the success of advertisement during the economic depression

Rashidi, A.; Eskandari, M.

Growing Science » Management Science Letters » Identifying and prioritizing different factors influencing the success of advertisement during the economic depression

Journals

MSL Volumes

Volume 1 (70)
- Issue 1 (10)
- Issue 2 (15)
- Issue 3 (20)
- Issue 4 (25)

Volume 2 (365)
- Issue 1 (51)
- Issue 2 (32)
- Issue 3 (40)
- Issue 4 (44)
- Issue 5 (42)
- Issue 6 (52)
- Issue 7 (53)
- Issue 8 (51)

Volume 3 (426)
- Issue 1 (40)
- Issue 2 (47)
- Issue 3 (40)
- Issue 4 (40)
- Issue 5 (27)
- Issue 6 (50)
- Issue 7 (51)
- Issue 8 (30)
- Issue 9 (24)
- Issue 10 (25)
- Issue 11 (25)
- Issue 12 (27)

Volume 4 (387)
- Issue 1 (34)
- Issue 2 (30)
- Issue 3 (34)
- Issue 4 (42)
- Issue 5 (33)
- Issue 6 (43)
- Issue 7 (42)
- Issue 8 (40)
- Issue 9 (39)
- Issue 10 (20)
- Issue 11 (18)
- Issue 12 (12)

Volume 5 (129)
- Issue 1 (15)
- Issue 2 (10)
- Issue 3 (10)
- Issue 4 (12)
- Issue 5 (14)
- Issue 6 (14)
- Issue 7 (8)
- Issue 8 (8)
- Issue 9 (11)
- Issue 10 (8)
- Issue 11 (9)
- Issue 12 (10)

Volume 6 (74)
- Issue 1 (9)
- Issue 2 (6)
- Issue 3 (6)
- Issue 4 (7)
- Issue 5 (6)
- Issue 6 (6)
- Issue 7 (8)
- Issue 8 (6)
- Issue 9 (5)
- Issue 10 (5)
- Issue 11 (5)
- Issue 12 (5)

Volume 7 (54)
- Issue 1 (5)
- Issue 2 (5)
- Issue 3 (5)
- Issue 4 (5)
- Issue 5 (5)
- Issue 6 (5)
- Issue 7 (4)
- Issue 8 (4)
- Issue 9 (4)
- Issue 10 (4)
- Issue 11 (4)
- Issue 12 (4)

Volume 8 (119)
- Issue 1 (5)
- Issue 2 (5)
- Issue 3 (5)
- Issue 4 (5)
- Issue 5 (22)
- Issue 6 (20)
- Issue 7 (6)
- Issue 8 (6)
- Issue 9 (8)
- Issue 10 (10)
- Issue 11 (11)
- Issue 12 (16)

Volume 11 (251)
- Issue 1 (36)
- Issue 2 (39)
- Issue 3 (40)
- Issue 4 (40)
- Issue 5 (29)
- Issue 6 (27)
- Issue 7 (20)
- Issue 8 (12)
- Issue 9 (8)

Volume 12 (33)
- Issue 1 (6)
- Issue 2 (6)
- Issue 3 (8)
- Issue 4 (13)

Volume 13 (27)
- Issue 1 (7)
- Issue 2 (8)
- Issue 3 (5)
- Issue 4 (7)

Volume 14 (22)
- Issue 1 (6)
- Issue 2 (6)
- Issue 3 (5)
- Issue 4 (5)

Volume 15 (15)
- Issue 1 (5)
- Issue 2 (5)
- Issue 3 (5)

Countries

Management Science Letters

ISSN 1923-9343 (Online) - ISSN 1923-9335 (Print) Quarterly Publication Volume 4 Issue 4 pp. 753-758 , 2014

Identifying and prioritizing different factors influencing the success of advertisement during the economic depression Pages 753-758 Download PDF

Authors: Aram Rashidi, Meisam Jafari Eskandari

DOI: 10.5267/j.msl.2014.2.012

Keywords: Advertisement, availability, Customer behavior, Economic depression, Responsiveness

Abstract: During the financial crisis of 2007, many businesses and banks faced unexpected circumstances and declared bankruptcy. Market mortgage crisis and the collapse of the economic system in United States created a substantial amount of damage in world economy. Within a few years, the economic downturn was transferred to developing countries such as Iran. The recession has created conditions for Iranian companies that have led them to focus more on the subject of advertising since this is the primary tool of communication and business customers business. Success and failure of many organizations and companies depend on their advertisement planning. In this study, the factors contributing to the success and effectiveness of advertising during the recession time are identified. This survey has been accomplished on investigating an Iranian dairy firm named “Kalle”. Using a questionnaire in Likert scale, the study determines the effects of various factors of advertisement on sales improvement in this firm using Pearson correlation ratio and rank them based on Freedman test. Cronbach alpha has been calculated as 0.93. According to the results, factors that contribute to the success of advertising during a recession include: Responsiveness to customers’ needs, advertising tools, content factors, the amount of money spent and availability.

How to cite this paper

 Rashidi, A & Eskandari, M. (2014). Identifying and prioritizing different factors influencing the success of advertisement during the economic depression.Management Science Letters , 4(4), 753-758.

Refrences

Abdelbaki, H. H. (2010). Assessing the impact of the global financial crisis on GCC countries. Journal of Business & Economics Research (JBER), 8(2).

Alfaro, L., & Chen, M. X. (2010). Surviving the global financial crisis: foreign direct investment and establishment performance. Harvard Business School BGIE Unit Working Paper, (10-110).

Aliqah, A., Mohammad-AL-RFOU, K., & Nahar, A. (2010). The impact of global financial crisis on consumer behavior in Jordan. European Journal of Social Sciences, 12(4), 618-623.

Bahiti, R., Perri, R. S., & Babasuli, J. (2011). Impact of the Latest Financial Crises on a Bank-Based Financial System: Case of Albania. Romanian Economic Journal, 14(39).

Berger, A. N., & Bouwman, C. H. (2013). How does capital affect bank performance during financial crises?. Journal of Financial Economics, 109(1), 146-176.

Choudhry, M. T., Marelli, E., & Signorelli, M. (2010, March). Financial crises and labour market performance. In International Atlantic Economic Conference, Prague (pp. 24-27).

Erkens, D. H., Hung, M., & Matos, P. (2012). Corporate governance in the 2007–2008 financial crisis: Evidence from financial institutions worldwide. Journal of Corporate Finance, 18(2), 389-411.

Goldberg, L., & Dillon, E. W. (2007). Why a dollar depreciation may not close the US trade deficit. Federal Reserve Bank of New York Current Issues in Economics and Finance, 13(5), 1-7.

Gros, D., & Alcidi, C. (2010). The impact of the financial crisis on the real economy. Intereconomics, 45(1), 4-20.

Kohn, D. (2009, April). Policies to bring us out of the financial crisis and recession. In Speech at Forum on Great Decisions in the Economics Crisis(Vol. 3).

Laros, F. J., & Steenkamp, J. B. E. (2005). Emotions in consumer behavior: a hierarchical approach. Journal of business Research, 58(10), 1437-1445.

Mansoor, D., & Jalal, A. (2011). The global business crisis and consumer behavior: Kingdom of Bahrain as a case study. International Journal of Business & Management, 6(1).

Nistorescu, T., & Puiu, S. (2009). Marketing strategies used in crisis-case study. MPRA Paper, 17743.

Olaniyi, T. A., & Olabisi, O. Y. (2011). Causes and impacts of global financial crisis on the performance of Nigerian banks (a case study of selected banks). E3 Journal of Business Management and Economics., 2(4), 164-170.

Sufian, F., & Habibullah, M. S. (2010). Assessing the impact of financial crisis on bank performance: Empirical evidence from Indonesia. ASEAN Economic Bulletin, 27(3), 245-262.