نوع مقاله : مقاله پژوهشی
نویسنده
دانشجوی کارشناسی ارشد مدیریت بازرگانی-کارآفرینی،دانشکده مدیریت و اقتصاد،دانشگاه تربیت مدرس،تهران،ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسنده [English]
In recent years, many programs have been developed to attract and loyal customer loyalty so that a new way of marketing such as confirmation marketing has been able to make the crises of pre -purchase and post -purchase customer purchase, which are the main challenges of any brand. Remove. This research is designed to investigate the features of APL brand advertising teaser and seek to answer the question of what features have been represented in the teaser marketing? In this study, it has been attempted to analyze and evaluate the theory of representation and semiotics of the underlying layers of teaser media using the Max Kioda software. The research summary of extracting 2 main confirmation marketing dimensions includes distinction strategy, brand strategy, product characteristics, marketing celebrities, pre -purchase trust and post -purchase confidence, and 25 components of dimensions. These components and dimensions can be used for other products and marketing tools other than advertising teasers..
کلیدواژهها [English]
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