Investigating the Relationship between Advertisement Tools and Advertisement Effectiveness: An Applied Study on Charitable Advertisements in Egypt

نوع المستند : بحوث ميدانية

المؤلفون

1 Marketing Department, International Academy for Engineering and Media Science, 11311, Cairo, Egypt

2 Business Administration, International Academy for Engineering and Media Science, 11311, Cairo, Egypt

3 Basic and Applied Science Department, International Academy for Engineering and Media Science, Cairo, Egypt.

المستخلص

This paper aims to investigate the nature of the relationship between the advertisement tools and methods that are used in the charitable advertisements and their impact on the advertisements effectiveness in the presence of the involvement in the donation decision, as well as the mental image toward the charitable institutions among the audience and donors of in Egypt, and also to help decision makers and services providers in these institutions to develop marketing strategies and tools that positively attract the donors by identifying the most appropriate and effective tools and elements of the advertising message and adopting them in the future. The results revealed that there is a significant positive relationship between the advertisement tools and the advertisement effectiveness, the involvement in the donation decision, as well as the mental image toward the charitable institution which emphasizes the importance of choosing appropriate advertising methods to influence the audience through various advertising means by providing them with sufficient information to create a positive mental image of the institution and confirm confidence to donate to the provided services and achieve the effectiveness of advertising by repeating the donation to create a competitive advantage among those institutions, which represents the basis for the success of the charitable marketing strategies to attract donors and donations in the future.

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