Quarterly Scientific-Research Goljaam

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Faraji M, Maralani M. Identifying Advertising and Promotional Tools for Persian Handmade Carpet in Domestic Market. goljaam 2009; 5 (13) :87-106
URL: http://goljaam.icsa.ir/article-1-420-en.html

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