Document Type : Research Paper
Authors
Abstract
Advertisement as a dominant communicational factor in any organization plays a decisive role in the organization's success. MS pattern, which has been regarded as one of the most popular advertisement patterns, consist of five interrelated steps: I) goal definition, 2) budget allocation, 3) massage formulation, 4) media selection, and 5) advertisement assessment. Although all of those five steps are important, thoughtful selection of a proper media is viewed as a precondition for goal attainment. The present attitude survey attempts at revealing those advertisement. related factors which contribute to positive decision making in regard to buying ticket or using services that certain travel agencies regularly offer. If proper media for presenting the massage is not selected, advertisement campaign will not lead to expected outcomes. For this reason proper media selection is regarded as a vital element of advertisement campaign. Having four dimensional pattern known as AIDA in mind the authors have carried out an attitude survey aimed at measuring the impacts of advertisement media on selecting travel agencies.
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