Evaluating the effectiveness of TV advertisement and analyzing its influence on attraction of saving deposit accounts of Ansar Bank in the city of Isfahan

Abstract

Today consumers are facing different advertisements and cause marketers to be increasingly concerned with advertising effectiveness. Banks are spending a considerable amount of money on advertisement to introduce their services to consumers in order to attract their attention and persuade them to prefer their services. Consequently, marketers and advertising companies exploring advertising effectiveness are always looking for more effective and newer communication media and evaluation methods of advertising effectiveness that technological development could provide .The purpose of this study is to establish a theoretical and empirical basis that shows the impact of advertising effectiveness on attraction of deposit accounts of Ansar Bank in the City of Isfahan .The citizens of the city who have watched the target advertisements include the population of the study. Random sampling method was used for collecting data. In this study, Structural Equation Modeling (path analysis and confirmatory factor analysis) has been used for data and hypotheses analysis. The results indicate that TV advertisements were effective. In fact, a TV advertisement was successful from the in attention of audience point of view, creates interest and desire for action, and eventually was effective in absorption deposit accounts of Ansar bank.

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