مونا ترکمن

The main purpose of this research is to present a model of film marketing process in Iran. The present research is developmental-applied in terms of purpose and is a kind of exploratory mixed research in terms of nature. The statistical population in the quality department is specialists in the field of work and academia, marketing and film industry. The number of samples was obtained by the available method and the sample size was obtained by theoretical similarity. Specialists were identified by purposive sampling and snowball sampling, which according to the adequacy of the data, a total of 30 specialists were interviewed. The statistical population in the quantitative section is 294 producers, directors and media experts. In the qualitative part, the interview was used as a data collection tool and in the quantitative part, a 34-item questionnaire was used. The research method in the qualitative part was the qualitative content analysis method in the MAXQDA software and in the quantitative part the researcher used the SPSS software and the structural equation approach. Based on the results of the qualitative study, nine hypotheses were proposed. The hypotheses were tested by distributing a researcher-made questionnaire and extracting the data and then the confirmatory factor analysis test. The results of the confirmatory factor analysis test and the dimension measurement model of the variables showed that all variables are in a significant state. And in the section of structural equations, it was proved that all the relations designed in the qualitative section are approved and all the components of the model have significant relations with each other.

Purpose: Considering the role of marketing in the sale of various products, the aim of the present research was to investigate the impact of effective marketing factors on increasing film sales. Methodology: This was an applied quantitative correlational study. The study population included media producers, directors and experts in 2019. A total of 294 participants were selected using convenience sampling according to Cochran's formula. The data collection tool included a researcher-made 34-item questionnaire, the validity of which was confirmed by expert opinion and factor analysis, and its reliability was estimated at 0.83 by using Cronbach's alpha method. Data analysis was carried out using correlation coefficients and structural equation modeling methods in SPSS and LISREL software. Findings: The results showed that all nine subscales of effective marketing factors including evaluation and identification of the target audience, evaluation and identification of market opportunities, evaluation and identification of the topic, evaluation and selection of film elements, evaluation and selection of appropriate advertising strategy, evaluation and selection of appropriate promotion strategy, evaluation and selection of the appropriate distribution system and channel, evaluation and selection of the appropriate pricing strategy, and the use of methods, tools, and potentials to increase sales had a direct and significant effect on the increase in sales of social drama films (P<0.05). Conclusion: The results indicated the effective role of all marketing factors in increasing the sales of social drama films. Therefore, planning to use effective marketing factors to increase film sales seems necessary.