مطالب

Advertisement is one of the most known ways of marketing. today, advertisement is meant to be used in organizations and institutions to reach their social, communicational, and sale goals. Nevertheless, achieving good results is dependent on having right knowledge of market, customers and their needs.in the current era, everyone is aware of the importance of advertising in business. If advertisements help in keeping sales share in the market in short time, they would also assist in long term with making customers used to them and hence creating regular customers. The purpose of this study is investigating Effect of Advertisement Features in Social Media on Consumer Attitude with regard to the Mediator Role of Advertising Value in Iran Food Industry. This research, from target point of view, is known a practical research. by considering data gathering, this article is measured a descriptive non-analytic research. statistical society of this research includes 5200 science and technology students of Islamic Azad University, with respect of Morgan Table and 357 sample number. in this article, random sampling measurement was used. The article presents the positive and meaningful impact of an informativeness and irritation advertisement on the advertising value, as well as entertainment advertisement effect and advertising value on the attitude towards. mediator role of advertising value in irritation advertisement effect on the attitude towards was approved. Consequently, the impact of entertainment advertisement on advertising value and mediator role of advertising value on informativeness advertisement effect on attitude towards was not approved.

Considering students expectations and rivalry among higher education institutions, novel practical ways through adaptation of market-oriented mechanisms as well as business mechanisms in higher education are required. The present paper, therefore, aims to examine mechanisms for positioning in Iranian higher education. In doing so, phenomenological approach was applied. A purposive sample of 10 informants consisting of higher education experts and deans was selected. To analyze data, open, axial, and selective coding system was applied and the findings were organized under mechanisms for positioning in higher education. With regard to target market in higher education, attracting factors and success factors were yielded. With regard to positioning in higher education, 4 categories were identified including emphasis on relative advantage, emphasis on Basic resource, emphasis on marketing techniques, and emphasis on customers’ perception. Barriers and constraints were categorized under 6 main categories: political, administrative, institutional, cultural and social, economic, and academic. Based on literature and findings, conceptual framework on mechanisms for positioning in higher education was developed. Considering students expectations and rivalry among higher education institutions, novel practical ways through adaptation of market-oriented mechanisms as well as business mechanisms in higher education are required. The present paper, therefore, aims to examine mechanisms for positioning in Iranian higher education. In doing so, phenomenological approach was applied. A purposive sample of 10 informants consisting of higher education experts and deans was selected. To analyze data, open, axial, and selective coding system was applied and the findings were organized under mechanisms for positioning in higher education. With regard to target market in higher education, attracting factors and success factors were yielded. With regard to positioning in higher education, 4 categories were identified including emphasis on relative advantage, emphasis on Basic resource, emphasis on marketing techniques, and emphasis on customers’ perception. Barriers and constraints were categorized under 6 main categories: political, administrative, institutional, cultural and social, economic, and academic. Based on literature and findings, conceptual framework on mechanisms for positioning in higher education was developed.