Evaluating the Role of Advertising in Attracting Users to Iran Public Libraries Foundation in Tehran Based on the AIDA Model

The present study aims to evaluate the role of advertising in attracting the users to subordinate libraries of Iran Public Libraries Foundation in Tehran, based on the AIDA model. This is an applied research in terms of the purpose and an analytical-survey study in terms of data collection method which is a branch of field studies. The research was conducted based on the Aida model and the statistical population of the study included the members of Iran Public Libraries Foundation in Tehran during the October 2015-October 2016 period. The total number of the public libraries members in Tehran during this period were 39085 of whom 379 people were selected as the research sample based on the Cochran formula. The sampling method was stratified random sampling and the public libraries members were according on to educational level of the members. The data were collected by using researcher-made questionnaires modelling Rabiee, Mohamadian and Baradaranejamili questionnaire (2011). The data were analyzed using SPSS software, version 24 on both descriptive and inferential levels of statistics. The results showed that advertising in Public Libraries Foundation in Tehran has not been able to pass the AIDA model successfully, but it has been effective in lower than average level. In the AIDA four-level model, advertising in the interest level has been better than other levels and the action level has the lowest average (i.e. effectiveness). The results showed no significant difference between the component level of education and the role of advertising. The visibility of online advertising has also been more than any other media. The value of this research lies in its showing the effect of advertisements run in Tehran's public libraries. Furthermore, one of the features of the present research is that it has applied for the first time the AIDA model for evaluating the role of advertising in Iran's public libraries.