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Identifying Advertising and Promotional Tools for Persian Handmade Carpet in Domestic Market
Dr Morteza Faraji, Mrs Maryam Maralani,
Volume 5, Issue 13 (9-2009)
Abstract
Regarding the importance of handmade carpet advertising, variety of advertising tools and financial resources limit, prioritization of the tools by expert opinion can be effective in programming and planning on carpet artisan. Two main objectives are to be achieved in this research. The first objective determining importance factor of evaluation indices of handmade carpet advertising tools and the second objective determining priority of advertising tools used in introducing the commodity to customer in domestic target markets. Statistical population in this research includes experts aware of handmade carpet advertising and promotional tools in Tehran province. To access the first objective, eight indices of handmade carpet advertising and promotional tools have been brought up mainly coverage, cost, promptness, durability, trustworthiness, quality, influence and easiness to use. On the basis of Group AHP method and utilization of expert opinions, above indices have been compared in pairs, in determining priority of advertising and promotional tools also on the basis of expert opinions multi-criteria decision making and TOPSIS have been applied. Effectiveness index with the importance coefficient %224, promptness index with the importance coefficient %168, quality index with the importance coefficient %140 and coverage index with the importance coefficient %125 are the main evaluation indices of an advertising and promotional tool. In other words, the more effective, prompt and qualitative a tool covers more people in target society; the more is its importance. Hence, TV, in person presentation, specialized magazines and newspaper are four tools in higher priorities according to mentioned eight indices

Carpet assess the impact of online advertising with an emphasis on consumer behavior
Mrs Seyedeh Akram Oliyaei Tabaei, Mr Mohammad Reza Shahparvari, Mr Seyed Mohammad Mehdi Mirzaamini,
Volume 13, Issue 31 (9-2017)
Abstract

Electronic advertising is a process that in addition to the introduction of the product and after-sales service, to inspire customers by means of the Internet for shopping. Electronic advertising due to high speed and low cost marketing of goods is concerned. Due to the expansion of this new advertising method in the present society, This study aimed to assess the views of carpet on Internet advertising to increase the effectiveness and credibility based on consumer behavior has been done. The need for careful attention to the fact that the position of Iranian carpet as a floor due to a variety of consumer products according to existing tools and on the impact of advertising on consumer behavior and the approach to be considered further. Thus, with regard to the purpose of this research and the need to position electronic advertising on the carpet, The questions raised in this research is the most important of which is the Can Carpet electronic advertising models based on consumer behavior be evaluated? Which of the dynamics of communication and content on cognitive reactions, emotions and attitudes affect consumers?

The field study was conducted and documents and questionnaires for data collection library that the population of 103 was selected based on Morgan table. The population of the Iranian Internet users, all of which, they are familiar to the field of handmade carpets that somehow exposed to Internet advertising carpet or carpet had been linked sites, which have been included in the questionnaire. The aim of this study is to validate Internet advertising associated with carpet, a model based on the behavior of consumers as to the quality of the product offered good advertising. The results show that drivers with 0/51 cognitive impact on consumer response and 0/42 impact on the emotional response of consumers have the greatest impact 0/32 erotic content and cognitive impact on consumer response and the impact on the emotional response of consumers 0/28 and priorities more accurately to stimuli content of the communication driver. The drivers of content and communication have not been any impact on consumer attitudes according to the research that is necessary for the impact on Internet advertising content is associated with greater emphasis carpet.


Design Idea for a suitable advertising campaign for the introduction of Kashan carpet
Mr Mohammad Karimian Ravandi, Dr Hamidreza Yazdani, Dr Hamidreza Irani,
Volume 13, Issue 32 (3-2018)
Abstract
Handmade carpet in addition to dimensions of occupation, export, and economic interests, from dimensions of art and culture, has long been a symbol of the rich culture of this land and has special celebrity worldwide. In between the important case that has been ignored is Iranian domestic market, and it seems more reasonable to first stabilize the situation in meeting domestic and get its markets and then, consider export aspects. According to information released by stakeholders of handmade carpet, lack of communication with consumers and their recognition and targeted and creative advertising and marketing is ignored in Iranian handmade carpet and Kashan handmade carpet. The main goal of this research is designing idea of the advertising campaign for introducing Kashan handmade carpet in Iranian domestic markets. So, after achieving a right model for the advertising campaign, this study using interview and documents in terms of obtained model was evaluated and information obtained through these two instruments was described to is answered the main research question (right advertising campaign for Kashan handmade carpet industry has what features). This comprehensive evaluation is with case study strategy and using the qualitative content analysis method. In results of the research was reached to create the main idea and advertising campaign strategy to introduce Kashan handmade carpet, according to market segmentation and unique benefits of this product. In this campaign target market are young people with good income and upper-middle class with female gender and characters that are interested in brand that by handmade carpets for breaking and consumption, by focusing on this fact that you are looking for softest and best price of handmade floor, buy Kashan carpets made of wool, idea for this campaign, is focus on cheap and softest carpets for underfoot that Kashan due to the coarse texture and wool is soft and is very proper due to reasonable price and in this respect it is unique as if costumers are buying the most authentic and best Iranian handmade carpet. In last of this research, is presented recommendations to future researchers in the handmade carpet industry.

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