*Faculty Member and Professor, Islamic Azad University, Department of Media Management, Science And Research Branch, Islamic Azad University, Tehran, Iran
**Associate Professor and Faculty Member, Management Faculty, Tehran University
***Associate Professor and Faculty Member, Islamic Azad University, Science and Research Campus, Tehran
****Student of Ph.D. Program, Media Management, Islamic Azad University, Science and Research Campus, Tehran
Online published on 20 March, 2014.
One of the most common applications of communicative means, especially in the realm of commerce in the current age, is advertisement, particularly the media advertisement. Success or failure of most organizations and companies depends on their promotional activities. Insurance business is not an exception. Considering the dramatic effects of advertisement in raising the rate of selling the products and services, this research aims at clarifying the effectiveness of the media advertisement in the insurance companies through the questionnaire survey and exploratory interviews from the experts of the insurance industry by approximately 90% applied and scientific index and upon extraction of the variables and the effective factors on the impressive insurance advertisements, the suitable, effective media advertising model in the business insurance operations is recommended by inferential statistical analyses including correlation tests, factor analysis, and structural equations model (SEM) using SPSS and LISREL software.
Advertisement, media, media advertising model, media advertising effectiveness, insurance business, insurance media advertising effectiveness model
