This paper aims to study the effects of different factors on advertising by examining the simultaneous effects of exposure to the advertisement, type of the media, creativity in advertisements and being informative. Using data collected from one of the chain supermarkets of Tehran called “Shahrvand”; the analysis focuses on the effectiveness of four independent variables and impact of customers’ needs on encouraging consumers to purchase. The results elucidate a relationship among these four variables with encouraging people to purchase. Using creativity in advertisements, however dominate the effects on this issue. The marketing and advertisement environment are dynamic and the paper concentrates only on some of the more effective factors. Producers might be more successful in choosing the best way to promote their goods and services by following the proposed model. This paper puts four effective factors together and investigates their impact on advertisement, which was not done by any other previous papers. Unlike other studies, this paper examines the role of customer needs together with four other elements on advertisement effectiveness.

Naini, S., Shafia, M & Nazari, N. (2012). Examining different factors in effectiveness of advertisement.Management Science Letters, 2(3), 811-818.

Bendixen, M.T. (1993). Advertising effects and effectiveness. European journal of marketing, 27(10), 19-32.Brettel, M., & Spilker-Attig, A. (2010). Online advertising effectiveness: a cross-cultural comparison. Journal of research in interactive marketing, 4(3), 176-196.

Carpenter, J.M. & Moore, M. (2006). Consumer demographics, store attributes, and retail Format choice in the US grocery market. International Journal of Retail & Distribution Management, 34(6), 434-452.

Chen, Y., & Xie, J. (2008). Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix. Management Science, 54(3), 477-491.

Chiou, J., & Droge, C. (2006). Service quality, trust, specific asset investment, and expertise: direct and indirect effects in a satisfaction-loyalty framework. Journal of the Academy of Marketing Science, 34(4), 613-627.

Dholakia, R.R. & Zhao, M. (2009). Retail website interactivity: how does it influence customer satisfaction and behavioural intentions? International Journal of Retail & Distribution Management, 37(10), 821-838.

Dholakia, R.R. & Zhao, M. (2010). Effects of online store attribute on customer satisfaction and repurchase intentions. International Journal of Retail & Distribution Management, 38(7), 482-496.

Fuchs, Ch. & Diamantopoulos, A. (2010). Evaluating the effectiveness of brand-positioning strategies from a consumer perspective. European Journal of Marketing, 44(11/12), 1763-1786.

Ha, H., John, J., Janda, S &, Muthaly, S. (2011). The effects of advertising spending on brand loyalty in service. European journal of marketing, 45(3), 673-691.

Kim, J. U.K., Kim, W.J. & Park, S. Ch. (2010). Consumer perception on web advertisements and motivation factors to purchase in the online shopping. Computers in human behavior, 1208-1222.

Martin, B.A.S., Bhimy, A.C., & Agee, T. (2002). Infomercials and advertising effectiveness; an impiracal study. Journal of consumer marketing, 19(6), 468-480.

Netemeyer, R.G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., et al. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Resources, 57(2), 209–224.

Park, C & Lee T.M. (2009). Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business Research, 62(1), 61-66.

Rajagopal (2006). Insights from research brand excellence: measuring the impact of advertising and brand personality on buying decisions. Measuring Business Excellence, 10(3), 56-65.Shum, M. (2004). Does advertising overcome brand loyalty? Evidence from the breakfast-cereals market. Journal of economics and management strategy, 13(2), 241-272.

Tikkanen, H., Hietanen, J., Henttonen, T. & Rokka, J. (2009). Exploring virtual worlds: success factors in virtual world marketing. Management Decision, 47(8), 1357-1381.

Um, N.H. (2008). Revisit Elaboration Likelihood Model: How Advertising

Appeals Work on Attitudinal and Behavioral Brand Loyalty Centering Around Low vs. High-Involvement Product. European Journal of Social Sciences, 7(1), 126-139.

Wu, C.S., Cheng, F.F. & Yen, D.C. (2008).The atmospheric factors of online storefront Environment design: an empirical experiment in Taiwan. Information & Management, 45(7), 493-498.

Yagci, M.I., Biswas, A & Dutta, S. (2009). Effects of comparative advertising format on consumer responses: The moderating effects of brand image and attribute relevance. Journal of business research, 62, 768-774.