Provide effective on the effectiveness of television advertising of Refah Bank with structural equation modeling approach in community

This paper aims to provide a model to identify and evaluate effective on television advertising in the community. The main issue is how this research can be presented a comprehensive model to measure the effectiveness of television advertising? What are the dimensions of advertising effectiveness? What is the relationship between these dimensions? For this purpose, superior customer credit 384 branches in Tier 1Refah bank as sample using multistage sampling were selected. To measure the effectiveness for promotion of questionnaires were used and the dimensions of fun, content, communication, emotional response to advertising, attitude to advertising, interest in the brand, brand awareness and perception of the brand evaluate and reliability based on Cronbach's alpha coefficient of reliability was examined by exploratory factor analysis. The research is descriptive and correlational. Using structural equation modeling results showed that television advertising makes a significant difference in the attitudes of the audience to advertising  and actually see the ads in the attitude of the audience to promote interest in the brand, brand awareness and brand perception and even tend to buy influence. Finally, based on the results of the conceptual model, the researchers were acceptable proposals.