بررسي اثربخشي تبليغات شركت ملي گاز ايران در راستاي بهينه سازي مصرف

An Investigation of Iranʹs National Gas Company Advertisementsʹ Effectiveness in Optimizing Consumption

Nowadays, advertisements as marketing tools try to create a logical relationship between customersʹ needs and corporationsʹ goals. Therefore, the coordination between demand and supply is one of the most important functions of advertisements. Iranʹs national gas company has tried to form the right consumption behavior among consumers through creating an appropriate culture. One of the goals of Iranʹs national gas company is to optimize consumption; therefore, it has used television advertisements widely. How much it has fulfilled its goals is the main subject of this article. In this study, we have tried to investigate the overall effectiveness of these programs, and the success of each advertisement presented through winter of 2008 through one advertisementʹs effectiveness model. To do this, we chose the research sample among house gas consumers in Tehran and gathered the data through questionnaires. The findings show that although some TV advertisements succeeded, they have not changed the consumption models as desired.