Evaluating the Effectiveness of Electronic Advertisement Based on the Hierarchy of Effects Model: The Case of the Garment

The aim of the article is to evaluate the electronic advertising effectiveness in the Garment Industry. The types of electronic advertisements include SMS advertising, web advertising and email advertising. The hierarchy of effects model is used to evaluate advertising effectiveness. This model comprises three stages: cognitive, effective and conductive and six steps: awareness, knowledge, liking, preference, conviction and purchase. We use questionnaire to collect the required data. A sample of 90 persons is randomly selected from the population of Qom Campu's students at the University of Tehran. The findings of this study show that none of the above electronic advertising except awareness has effectiveness in the garment industry. Results from a Friedman test revealed a significant difference among different electronic advertisings. According to the awareness step, the ranks are as follows: e-Mail advertising, SMS advertising and web advertising.