Abstract

Nowadays consumers are bombarded with different ads and the sheer abundance of advertisements causes marketers to be increasingly concerned with advertising effectiveness. Consequently, marketers and advertising companies exploring advertising effectiveness are always looking for more effective and newer communication media and evaluation methods of advertising effectiveness that technological development could provide. This study aims to incorporate AIDA model as hierarchy effect models for measuring the effectiveness of the TV advertisements for electric conservation in Isfahan city. Specifically this study aimed to evaluate the effects of TV advertisement on audience's attention, interest, desire for action and eventually changes made in conservation behavior of audience. The study revealed that the electric conservation TV advertisements were effective. In fact, TV advertisement was successful in taking attention of audience, creating interest and desire for action, and eventually was effective in behavioral change.

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