Abstract

Nowadays, corporates require purposeful and effective marketing activities to survive and sell their goods and services in this ever-growing competitive world. Marketing is an issue having a significant role in marketing process of a corporate and it is dedicated a huge amount of marketing budget. Measuring effectiveness can be implemented through considering three steps: advertising inputs (e.g. advertising intensity, advertising content, and advertising budget); mental processing of customers during and after the ads broadcast; and finally advertising outcomes (e.g. resulting change in sales, income, and profit). In addition to the measurement of ads effectiveness on the customers mind, in the present study the impact of such ads on the sales was also tackled based on the AIDA hierarchy of effects model. Four hypotheses were considered for testing the research model. After the reliability and validity confirmation by, respectively, Cronbach's alpha and content validity, 400 questionnaires were distributed amongst the customers of “Ma” insurance company in Tehran, chosen base on the simple random sampling.  Due to the rejection of data normality hypothesis, two Wilcoxon non-parametric tests, namely sign test and signed-rank test, were used. After statistical tests, hypotheses 3 and 4 (i.e. ads effectiveness on individuals willingness and action) were rejected. Finally, following the interpretations of results obtained from data analysis, the practical recommendations were presented for corporates and advertisers.

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