Identifying factors affecting the evaluation of the effectiveness of television advertisements (qualitative approach)

With the ever-increasing number of media, the audience is trying to choose a media that has more variety and appeal while being appropriate to their criteria and interests. Considering the importance and influence of advertising in attracting the attention of the audience and the need to measure its effectiveness, the aim of the current research is to model the effective factors on the evaluation of the effectiveness of television advertisements. The statistical population of the qualitative part was formed by experts familiar with the subject of the research, who were interviewed with a non-random and targeted method until the theoretical saturation of 15 questionnaires. In this research, a researcher-made questionnaire was used in order to collect the required data in order to measure the investigated variables, and its validity and reliability were confirmed by the opinions of experts. For data analysis, the content analysis technique was used. Qualitative was used and the desired software is Max Kyoda. The results showed that the dimensions of the model include 31 components and the modeling results showed that the model has a good fit