Presentation a model in order to evaluate the effectiveness of urban advertising with financial - economic approach
The aim of this research was to present a model in order to evaluate the effectiveness of urban advertising with financial - economic approach and identify dimensions and relations between them. The research method was based on descriptive method of correlation type. The statistical population of this study consisted of 2017780 people in Isfahan with Cochran s formula, 393 sample sizes was calculated and selected through sampling method. The research tool consisted of five questionnaires whose validity was approved as content, formal, and factor. Data analysis in two descriptive levels (mean, frequency, graphs) and inference (structural equation model) using spss software spss there was lizard. the results of the research with structural equation modeling showed that the effectiveness of advertising including visual attractions, availability, content, content, content and promotional ability of advertising were affected by 39, 43, 36, 33, of 0, of 0, of 0, imagination, and 31.
Urban Management, Volume:17 Issue:51, 2018
345 - 356
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