نوع مقاله : مقاله مروری
نویسندگان
1 گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران
2 گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد،ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Business managers pay attention to having a specific purpose for using billboard advertisements because this kind of advertising is less likely to be ignored by the target audience and has an unconscious impact on customers' minds. However, a review of the research in this area reveals a significant gap in the appropriate criteria for billboard advertising. Thus, the current study aims to identify relevant criteria for billboard advertising, analyze the content of the Islamic Azad University of Yazd branch's advertising billboards, and provide a practical framework in this area. In terms of its goal, the current exploratory and qualitative/quantitative research is a development study carried out through a systematic review of articles, qualitative content analysis of scientific documents about billboard advertising at the national and international level, and analysis of 65 selected articles using the purposeful sampling method; In the second step, quantitative content analysis was used to determine the pathology of billboard advertisements of Yazd branch Islamic Azad University. The current research has revealed significant shortcomings in the performance of the Islamic Azad University's Yazd branch in billboard advertising. As a result, researchers have developed a set of guidelines based on previous research to measure and evaluate billboard advertisements. These guidelines are intended to assist business owners and advertisers in monitoring their advertising performance and developing their brand through effective billboard advertising. The guidelines provide a practical and scientific approach to evaluating billboard advertisements and can serve as a standard for the industry.
کلیدواژهها [English]
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