Pages: 65-75

Abstract

With the increasing spread of products and a variety of brand names, diverse factors influenced the success of the Ads (advertisement). The purpose of this study is to discover the relationships between these variables using the Structural Equation Modeling (SEM) method. This research is based on the applied purpose and descriptive-survey method. The statistical population of this research is the staff of an advertising company in the province of Tehran. 100 people were selected by random sampling method. To assess validity of the questionnaire, the content validity and construct validity was used, and based on the results of structural equation modeling the relationships between the variables of this research have been confirmed. According to the results, advertising message and creativity, media selection, market research, competition, market share, uniqueness, relationship with customer are significantly related to the success of brand advertising. The findings of this research lead to a better understanding of the advertising and marketing communication mechanisms, which is an acceptable basis for increasing the performance of advertising companies.