Evaluation of advertising campaign effectiveness- Case Study (Hamrah'e Aval Company) Najafi Amir Abbas*, Valavi Mohsen**,1, Alahyari Ramin** *PhD, Industrial Engineering, K.N. Toosi University of Technology, Tehran, Iran **Master of Business Administration, K.N. Toosi University of Technology, Tehran, Iran 1Corresponding Author
Online published on 19 June, 2014. Abstract Advertising evaluation is among the most important aspects of every promotional activity that is usually ignored in Iran's business environment. In this paper, we are to review the literature of this subject and also analyze the effectiveness of an advertising campaign named "Millions of Shadbash" launched by Hamrah'e Aval Co as a Case Study using a structured model, to see how much have this campaign been successful regarding the results. Regarding organizational goals, these kinds of evaluations can help us revise the advertising budget, the form and the content of ideas, media selection and communication channels and also the time and conditions of launching a campaign. 348 questionnaires with a Cronbach's alpha of 0.978 were filled by Hamrah Avals's subscribers of Credit Sim card. The results show that the mentioned campaign was not effective according to the first three steps of DAGMAR Model named Awareness, Perception and Persuasion. Top Keywords Marketing Mix, DAGMAR Model, Advertising Effectiveness, Hamrah'e Aval Company, Advertising Campaign. Top |