ﺍﻻﻋــﻼﻡ ﻭﺍﻟﻤﺴــﺘﻬﻠﻙ : (ﺩﺭﺍﺴﺔ ﺘﺤﻠﻴﻠﻴﺔ ﻵﺭﺍﺀ ﻭﺍﺘﺠﺎﻫﺎﺕ ﻋﻴﻨﺔ ﻤﻥ ﺍﻟﺼﻨﺎﻋﻴﻴﻥ ﻓﻲ ﺩﻭﺭ ﺍﻷﻋﻼﻡ ﺒﺘﻭﺠﻴﻪ ﺍﻟﻤﺴﺘﻬﻠﻙ ﻟﻠﺼﻨﺎﻋﺎﺕ ﺍﻟﻭﻁﻨﻴﺔ)

رعد   جاسم الكعبي; منى  تركي الموسوي; ﻫﺎﻟﺔ  ﻓﺎﻀل ﺍﻟﺤﻜﻴﻡ

doi:10.33282/abaa.v1i3.462

Authors

Dr. Raad Jasem College of Mass Communication, University of Baghdad
Muna Turky College of Mass Communication, University of Baghdad
Hula Fadel Al-Hakim College of Mass Communication, University of Baghdad

DOI:

https://doi.org/10.33282/abaa.v1i3.462

Keywords:

media, marketing, industry, product promotion

Abstract

The talk about the relationship between the media and industrialists can be the core of a bigger and deeper subject which is the role of these means in increasing sales : First, increasing the customer’s awareness of the importance of goods and the result of the promotion of products. Secondly, increasing investments which do require continuous studies and deep research in order to understand the constantly changing market conditions, and the public’s taste. In this research, we try to find out how industrialists see the role of media in the promotion of products in Iraq today, and how it develops in the future.

There was a reluctance of the industrialists to advertise in the local media, also industrialists see the role of the local media in advertising products as ambiguous. Therefore, the following questions demand answers:

1- What media channels do industrialists prefer to promote their products ?

2- What are the reasons for the reluctance of local producers to advertise in the local media?

3- Does the local media provide appropriate facilities for industrialists ?

The search aims to:

1- Disclose the industrialists’ opinions in the role of media in promoting local products.

2- Bring to light the reasons behind the reluctance of producers to advertise in the local media.

3- Determining the problems of the industrialists regarding their opinion of the role of the media in promoting local products and their vision for the development of the role of the media and their proposals in this regard.

The research was divided into a methodological framework that includes the research problem and its procedures, and also into a theoretical framework that deals with the concept of economic media and its features. Then, the concept of advertising and its characteristics in the three types of media, the press, radio and television, and finally the global media’s interest in funding advertisements, while the applied framework was an analysis of the questionnaire forms prepared by the researchers to reach and discuss the results.

References

-1 ﺩ. ﻋﺒﺩ ﺍﻟﻘﺎﺩﺭ ﺍﻟﺩﻟﻴﻤﻲ : ﺍﺴﺘﺨﺩﻡ ﺍﻟﻌﻴﻨﺎﺕ ﻓﻲ ﺍﻟﺒﺤﻭﺙ ﺍﻻﺘﺼﺎل ﺍﻟﺠﻤﺎﻫﻴﺭﻱ ﻤﺠﻠﺔ ﺍﻻﻜﺎﺩﻴﻤﻲ ، ﻜﻠﻴﺔ ﺍﻟﻔﻨﻭﻥ ﺍﻟﺠﻤﻴﻠﺔ ، ﺠﺎﻤﻌﺔ ﺒﻐﺩﺍﺩ ﺍﻟﻌﺩﺩ٢٣٩/ ﺹ٦٨/ ٢٠٠٤.

-2 ﺩ. ﻋﺼﻤﺕ ﻋﺒﺩ ﺍﻟﻤﺠﻴﺩ: ﺍﻟﻤﺩﺨل ﺍﻟﻰ ﺍﻟﺒﺤﺙ ﺍﻟﻌﻠﻤﻲ ﺍﻟﻤﻭﺴﻭﻋﺔ ﺍﻟﺼﻐﻴﺭﺓ،ﻋﺩﺩ٣٥٣، ﺹ١٨ ﺒﻐﺩﺍﺩ ﺩﺍﺭ ﺍﻟﺸﺅﻭﻥ ﺍﻟﺜﻘـﺎﻓﻴﺔ، ٢٠٠١.

-3 ﺃﺩﻴﺏ ﺨﻀﻭﺭ، ﺍﻹﻋﻼﻡ ﺍﻟﻤﺘﺨﺼﺹ، ﻨﻘﻼﹰ ﻋﻥ ﺤﺴﻴﻥ ﺩﺒﻲ ، ﺒﺭﺍﻤﺞ ﻗﻨﺎﺓ (CNBC) ﻋﺭﺒﻴﺔ ، ﺭﺴﺎﻟﺔ ﻤﺎﺠﺴﺘﻴﺭ ﻏﻴﺭ ﻤﻨﺸﻭﺭﺓ ، ﻜﻠﻴﺔ ﺍﻹﻋﻼﻡ، ﺹ٧ ﺠﺎﻤﻌﺔ ﺒﻐﺩﺍﺩ ٢٠٠٥.

-4 ﺩ. ﻨﺒﻴل ﺭﺍﻏﺏ : ﺍﻟﻌﻤل ﺍﻟﻤﻔﺭﺩ ﺍﻭ ﺍﻟﻤﺴﻤﻭﻉ ﻭﺍﻟﻤﺭﺌﻲ ، ﺍﻟﻘﺎﻫﺭﺓ . ﺩﺍﺭ ﻨﻭﺒﺎﺭ ﻟﻠﻁﺒﺎﻋﺔ ، ١٩٩٩ ،ﺹ١٥٨.

-5 ﺩ. ﺍﺒﻲ ﺴـﻌﻴﺩ ﺍﻟﺩﻴﻭﻩ ﺠﻲ، ﺍﺩﺍﺭﺓ ﺍﻟﺘﺴـﻭﻴﻕ، ﻭﺯﺍﺭﺓ ﺍﻟﺘﻌﻠﻴﻡ ﺍﻟﻌﺎﻟﻲ ﻭﺍﻟﺒﺤـﺙ ﺍﻟﻌﻠﻤﻲ، ﺠﺎﻤﻌﺔ ﺍﻟﻤﻭﺼل، ﻤﺩﻴﺭﻴﺔ ﺩﺍﺭ ﺍﻟﻜﺘﺏ ﻟﻠﻁﺒﺎﻋﺔ ﻭﺍﻟﻨﺸﺭ،١٩٨٧،ﺹ٢٥٢.

-6 ﺍﻟﻤﺼﺩﺭ ﺍﻟﺴﺎﺒﻕ ﺹ٢٥٣ - .٢٥٥

-7 ﺃ.ﺩ. ﻓﺎﺭﺒﻲ ﻓﻥ ﺍﻻﻋﻼﻥ، ﻜﻴﻑ ﺘﻨﺘﺞ ﻭﺘﺩﻴﺭ ﺍﻋﻼﻥ ﻤﻘﺎﻻﹰ ﻭﺤﻤﻠﺔ ﺍﻋﻼﻨﻴﺔ ﻨﺎﺠﺤﺔ، ﺘﺭﺠﻤﺔ ﻋﺒـﺩ ﺍﻟﺤـﻜﻴﻡ ﺍﺤـﻤﺩ ﺍﻟﺨﺯﺍﻋﻲ، ﻟﻼﻤﻜﺎﻥ ﻨﺸﺭ ﺩﺍﺭ ﺍﻟﻔﺠﺭ ﻟﻠﻨﺸﺭ ﻭﺍﻟﺘﻭﺯﻴﻊ، ٢٠٠٤، ﺹ٣٨.

(*) ﺍﻟﻤﻘﺼﻭﺩ ﺒﻪ ﺍﻟﺼﺤﺎﻓﺔ، ﺍﻻﺫﺍﻋﺔ، ﺍﻟﺘﻠﻔﺯﻴﻭﻥ.

-8 ﺍﺒﻲ ﺴﻌﻴﺩ ﺍﻟﺩﻴﻭﻩ ﺠﻲ، ﻤﺼﺩﺭ ﺴﺒﻕ ﺫﻜﺭﻩ، ﺹ ٢٦٠ - ٢٦١.

-9 ﺤﻴﺩﺭ ﺠﺎﺴﻡ، ﺩﻭﺭ ﺍﻻﻋﻼﻡ ﻓﻲ ﺍﻟﺤﻴﺎﺓ ﺍﻻﻗﺘﺼﺎﺩﻴﺔ ﻭﺍﻻﺠﺘﻤﺎﻋﻴﺔ، ﺒﺤﺙ ﻏﻴﺭ ﻤﻨﺸﻭﺭ، ﻜﻠﻴﺔ ﺍﻻﻋﻼﻡ، ﺠﺎﻤﻌﺔ ﺒـﻐﺩﺍﺩ، ﺹ١٥، ٢٠٠٥.

-10 ﺍﺒﻲ ﺴﻌﻴﺩ ﺍﻟﺩﻴﻭﻩ ﺠﻲ، ﻤﺼﺩﺭ ﺴﺒﻕ ﺫﻜﺭﻩ ﺹ٢٦٤، ﻭﺍﻻﺭﻗﺎﻡ ﺘﻌﻭﺩ ﺍﻟﻰ ١٩٧٥ - ١٩٨٢ ﻭﻓﻲ ﺍﺤﺼﺎﺌﻴﺎﺕ ﻗﺩﻴﻤﺔ ﺘﻐﻴﺭﺕ ﺍﻟﻴﻭﻡ ﺒﺎﻟﺘﺎﻜﻴﺩ.

-1D. Abdul Qadir Al-Dulaimi: Use samples in research. Mass communication, Academic magazine, College of Fine Arts, University of Baghdad, No. 239 / pp 68/2004.

-2 d. Esmat Abd al-Majid: An Introduction to the Encyclopedia of Scientific Research, No. 353, p. 18, Baghdad House of Cultural Affairs, 2001

- Adeeb Khadour, Specialized Media, quoting from Hussein Dubai, Arab CNBC Programs, Unpublished Master’s Thesis, College of Information, University of Baghdad, p. 7, 2005.

-d. Nabeel Ragheb: Single or audio and visual work, Cairo. Nubar Publishing House, 1999, p. 158.

-5 d. Abi Saeed Al-Daiwaghi, Marketing Department, Ministry of Higher Education and Scientific Research, University of Mosul, Dar Al-Kutub Printing and Publishing Directorate, 1987, p. 252.

- Ibid., Pp. 253-255

-prof. Farbe the art of advertising, how to produce and manage an article and a successful advertising campaign, translated by Abdul Hakim Ahmed Al-Khuzai, for the possibility of publishing Dar Al-Fajr for publication and distribution, 2008, p. 3, 2004, p.

(*) By press, radio, and television.

- Abu Saeed Al-Daiwat G, previously mentioned source, pp. 260-261.

- Jassim Jassem, The Role of Media in Economic and Social Life, Unpublished Research, College of Information, University of Baghdad, pp. 15, 2005.

- Abu Saeed Al-Daiwat J., a source previously mentioned p. 264, and the numbers go back to 1975-1982, and in old statistics, the day has definitely changed.