Designing a Model for Evaluating Effective Messages in Bank Television Advertisements with a Qualitative Approach
Keywords:
Effective messages, advertising, television advertising, banksAbstract
Objective: This study aimed to design a model for evaluating effective messages in bank television advertisements based on the perspectives of experts in banking, communication, and management.
Methodology: This applied qualitative study was conducted using a grounded theory approach based on the coding procedures of Strauss and Corbin. The research population consisted of expert managers and specialists from the banking sector, as well as university professors and specialists in communication sciences, management, marketing, and media studies. Participants were selected through purposive sampling, and data collection continued until theoretical saturation was achieved. Data were collected through semi-structured interviews. After transcription, the interviews were analyzed through open, axial, and selective coding. The reliability of the coding process was assessed using the Kappa coefficient, and qualitative data analysis was performed using MAXQDA software.
Findings: The qualitative analysis indicated that the model for evaluating effective messages in bank television advertisements consists of four main dimensions: honesty and fulfillment of promises, customer awareness, identification of the most effective advertisements from customers’ perspectives, and customer persuasion. During open coding, 110 initial codes were extracted. After removing repetitive codes and integrating semantically similar concepts, 27 final codes were classified under the four main dimensions. The Kappa coefficient was 0.823, indicating an excellent level of agreement in the coding process.
Conclusion: The findings suggest that the effectiveness of bank television advertisements can be enhanced when advertising messages are designed around trust-building, honesty, informational transparency, continuous customer awareness, content attractiveness, attention to customer needs, and value creation. The proposed model provides a practical framework for designing, evaluating, and improving television advertising messages in the banking industry.
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Copyright (c) 2025 Reza Esmaeili, Seyed Mohammad Eftekhari, Farahnaz Mostafavi Kohangi (Author)
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