Analyzing and Evaluating the Effectiveness of Bank Advertising According to the Advertising Characteristics and Audience Involvement Using the AISDALSLOVE Model (Case study: Isfahan Tejarat Bank)

The present study aimed to evaluate and identify factors that impact the effectiveness of advertising for Tejarat Bank. To this end, mental involvement of the audience as well as message characteristics were analyzed using the concept of AISDALSLOVE model, which is a novel model for measuring the effectiveness of adverting. The dimensions of the model are Attention, Interest, Search, Desire, Action, Likes/ dislikes, Share, and Love/ hate. The statistical population included clients from different branches of Tejarat Bank in the City of Isfahan, who were exposed to advertising for the bank. Sample size was determined using stratified random sampling. Based on Morgan’s Table, of the 63 branches in the city, 56 were selected at random. Given the application of structural equations and the number of items in the questionnaire, a sample of 300 individuals was drawn from the selected branches. Both face and construct validity along with a reliability of 97 percent were confirmed for the questionnaire. The results indicate that ad characteristics do not have a significant positive impact on advertising effectiveness. However, the indirect impact through mental involvement was found to be significant. Furthermore, the bank’s ads are not sufficiently effective, with Search being their weakest dimension, followed by Sharing of information and experiences, Action, and Desire, respectively. Finally, it was shown that interest in the bank and brand love are at a moderate level.