دور الاعلان الصحفي في تشجيع الجمهور على عملية الشراء

صباح  ياسين فرحان

doi:10.33282/abaa.v12i47.512

Authors

Assistant Lecturer, Sabah Yassin Farhan College of Mass Communication, University of Baghdad

DOI:

https://doi.org/10.33282/abaa.v12i47.512

Keywords:

- Press Advertising - Audience - Purchase

Abstract

This research sheds light on how press advertising affects consumer behavior and draws attention to it by identifying the factors that influence the intellectual perception process or attention to it. The aim of the research was to identify the factors that help achieve the objectives of the press announcement. The aim of the research was to identify the factors that help to achieve the objectives of the press announcement. The research problem was identified in four questions that were answered through a questionnaire distributed to a sample of students of College of Mass Communication, University of Baghdad. Do newspaper advertisements meet the readers’ need to search for the required product or service, as well as indicate the most important elements in the recipient’s press ads, and what is their role in stabilizing the reader’s mental image? This research is descriptive research. The researcher reached a set of conclusions, the most prominent of which were the following: Most of the interests of the respondents in the local newspapers were, respectively, the social, technical, political, sports, military, and finally economic topics. The ads published in the newspapers did not attain a high importance for the researchers, and this is a great indication of the declining position of the ads published in the newspapers While most respondents believe that newspaper ads are no longer able to meet their needs in identifying the nature, location and prices of the required goods and services. Moreover, they are unable to gain their confidence in determining the purchase of the type of goods and services, while most of them felt that they can guide those readers to their place only. The majority of respondents believe that press advertisements can raise happiness for those who purchase an advertised commodity in local newspapers. This is an important factor that can be invested in enhancing the position of newspapers among the means of communication. Most of the respondents are alienated from newspapers where advertisements abound, because they generate boredom and they see that ads are not their goal of reading newspapers. But they read them because they are close to a journalistic material that interests them, and press advertisements are important for industrial activity and they do not encourage wrong behaviors such as drinking wine or cigarettes. Most of the respondents do not trust the ads published in the newspapers. As those ads do not provide a safety factor for them through the information that they provide, according to the opinion of most of them. The respondents' interests in what was published in the press ads were, firstly, clothing, then perfumes, education affairs, entertainment parties, and other items.

Article history:

Received: 24 /12/2019

Accepted: 11 /02/2020

Available Online: 20 /06 /2020

References

انتصار رسمي موسى. (2004). تصميم وإخراج الصحف والمجلات والإعلانات الالكترونية . عمان: دار الوائل للطباعة والنشر.
إيناس محمود حامد. (2004). كيف تحصل على تصميم ناجح . القاهرة: مطابع المليجي.
بشير عباس العلاق ، و علي محمد ربابعة . (1998). الترويج والإعلان . عمان: دار اليازوري العلمية للنشر والتوزيع.
بهاء الدين أحمد. (2007). تطور الإعلانات الإعلانات في الصحافة الكردية(رسالة ماجستير غير منشوره). بغداد، جامعة بغداد: كلية الإعلام.
حسن محمد خيرالدين. (د.ت). الاعلان . القاهرة: مكتبة عين شمس.
رستم أبو رستم ، و محمد أبو جمعة . (2003). الدعاية والإعلان. عمان: دار المعتز للنشر والتوزيع.
سامي طايع. (2009). بحوث الإعلام . القاهرة: دار النهضة العربية.
سماح محمد المحمدي. (2005). القيم المتضمنة في إعلانات المجلات النسائية العربية وعلاقتها باتجاهات المرأة نحو الاعلان( رسالة ماجستير غير منشوره ) . القاهرة، جامعة القاهرة: كلية الإعلام.
شادي ابراهيم احمد بهلول. (2011). اطر الإعلانات التحريرية في الصحف المصرية واثرها في تشكيل معارف واتجاهات جمهور الصفوة نحوها (رسالة ماجستير غير منشوره) . القاهرة، جامعة المنصورة: كلية الاداب.
صفوت محمد العالم. (1999). الإعلان الصحفي. القاهرة: دار النهضة العربية.
عز الدين شموط. (1993). لغة الفن التشكيلي (علم الإشارات البصرية). د.م: د.ن.
علية عزم تقي الخالدي. (1999). الإخراج الصحفي للصفحات الأولى في الصحف العراقية( رسالة ماجستير غير منشورة). بغداد، جامعة بغداد: كلية الآداب.
محمود علم الدين. (2004). الفن الصحفي . القاهرة: دار أخبار اليوم.
مرزوق عبد الحكم العادلي. (2004). الإعلانات الصحفية: دراسة في الاستخدامات و الإشباعات (الإصدار ط1). القاهرة: دار الفجر للنشر والتوزيع.
منى عبد الوهاب أبو الوفا. (2007). دور الإعلان الصحفي في التأثير على السلوك الشرائي للجمهور المصري( رسالة دكتوراه غير منشورة) . القاهرة، جامعة القاهرة: كلية الإعلام.
ميرفت السيد أحمد سليمان. (2004). دور عناصر الرسالة الإعلانية في فعالية الإعلان الصحفي ( رسالة ماجستير) . القاهرة، جامعة القاهرة، قسم العلاقات العامة والإعلان: كلية الإعلام.
هناء عبد الحليم سعيد. (1993). الإعلان والترويج . القاهرة: مركز كمبيوتر كلية الصيدلة.
References
1. AlLia Azem Taqi Al-Khalidi, (1999). Press Release for the Front Pages of Iraqi Newspapers. Unpublished MA, College of Arts, University of Baghdad, p. 31.
2. Bahaa Al-Din Ahmed. (2007). The Development of Advertisements in the Kurdish Press. Unpublished Master Thesis, University of Baghdad, College Mass Communication, p. 25.
3. Bahaa El-Din Ahmed, (2007). p. 29.
4. Bashir Abbas Al-Allaq and Ali Muhammad Rababa, (1998). Promotion and Advertising. Dar Al-Yazouri al-Ilmia for Publishing and Distribution, Amman, p. 291.
5. Ezz El-Din Shamout, (1993). The Language of Visual Arts (Visual Signs Science). No publisher, p. 201.
6. Hana Abdul Halim Saeed, (1993). Advertising and Promotion. Computer Center of the College of Pharmacy, Cairo, p. 185.
7. Hana Abdul Halim Saeed, (1993). Advertising and Promotion. p. 185.
Hana Abdul Halim Saeed, (1993). Advertising and Promotion. pp. 178-179.
8. Inas Mahmoud Hamed, (2004). How to Get a Successful Design. El-Meligy Press, Cairo, p. 23.
9. Intissar Rasmi Musa, (2004). Designing and Directing Newspapers, Magazines and Electronic Advertisements. Dar Al-Wael Printing and Publishing, Amman, p. 154.
10. Intissar Rasmi Musa, (2004). p. 153
11. Intissar Rasmi Musa, (2004). p. 207.
12. Intissar Rasmi Musa, (2004). p. 84.
13. Intissar Rasmi Musa, (2004). pp. 145-146.
14. Intissar Rasmi Musa, (2004). pp. 153-154.
15. Mahmoud Alam El-Din, (2004). Journalistic Art. Dar khbar Al-Youm, Cairo, p. 235.
16. Marzouk Abdel-Hakam Al-Adly, (2004). p. 179.
17. Marzouq Abdel-Hakam Al-Adly, (2004). p. 169
Marzouq Abdel-Hakam Al-Adly. (2004). Press Announcements: A Study in Uses and Gratifications. First Edition, Dar Al-Fajr for Publishing and Distribution, Cairo, p. 178.
18. Mervat El-Sayed Ahmed Soliman, (2004). The Role of the Elements of the Advertising Message in the Effectiveness of the Press Advertising. Master Thesis, Department of Public Relations and Advertising, Faculty of Information, Cairo University.
19. Mona Abdel-Wahab Abu Al-Wafa, (2007). The Role of Media Advertising in Influencing Purchasing Behavior of the Egyptian Public. Unpublished PhD Thesis, Faculty of Information, Cairo University.
20. Rustam Abu Rustam and Muhammad Abu Jum'ah, (2003). Publicity and Advertising. Dar Al-Mu'taz for Publishing and Distribution, Amman, p. 141.
21. Rustam Abu Rustam and Muhammad Abu Jum'ah, (2003). Publicity and Advertising. Dar Al-Mu'taz for Publishing and Distribution, Amman, p. 129.
22. Rustam Abu Rustam and Muhammad Abu Jum'ah, (2003). Publicity and Advertising. p. 137.
Safwat Mohamed al-Alem, (1999). Press Release. Dar al-Nahdha al-Arabia, Cairo, p. 51.
23. Safwat Mohamed al-Alim, (1999). Press Release. p. 151.
24. Safwat Mohamed al-Alim, (1999). Press Release. p. 155.
25. Safwat Mohamed al-Alim, (1999). Press Release. p. 157.
26. Samah Muhammed Al-Muhammadi, (2005). The Values Contained in the Announcements of Arab Women’s Magazines and their Relationship with Women's Attitudes towards Advertising. Unpublished Master Thesis, Cairo University, Faculty of Information.
27. Sami Tay’a. Cairo Media Research. Dar al-Nahdha al-Arabi, p. 167.
28. Shadi Ibrahim Ahmed Bahloul, (2011). The Editorial Advertising Frameworks in the Egyptian Newspapers and Their Effect on Shaping the Knowledge and Attitudes of the Elite Audience Towards it. Unpublished Master Thesis, Mansoura University, Faculty of Arts.